Depok–Muhammad Rayhan Permana’s journey in the Content Creator Hunt competition organized by Bank Indonesia has advanced to the national level. After previously securing first place in the Content Creator Hunt category at the DKI Jakarta regional round of the 2026 CBP Rupiah Championship, the 2024 Hospital Administration student from the Vocational School at the Universitas Indonesia (UI) has once again achieved success, this time representing DKI Jakarta at the 2026 Festival Rupiah Berdaulat Indonesia (FERBI).
In the competition, Rayhan secured 3rd Runner-up in the national-level Content Creator Hunt category. FERBI 2026 was organized by Bank Indonesia from August 14 to 16, 2026, at Istora Senayan, Jakarta. The competition brought together representatives from various regions across Indonesia who had previously passed regional selection stages. At the national level, participants representing 46 Bank Indonesia Representative Offices underwent a selection process that narrowed the field down to six finalists. The Bank Indonesia Representative Office for DKI Jakarta Province was among the representatives that successfully advanced to this stage, thanks to Rayhan’s entry.
Unlike the previous competition—which focused on educating the public on how to handle the Rupiah through the 3D and 5J concepts—FERBI 2026 challenged Rayhan to develop a project based on the theme “Growing with the Rupiah: Sovereign and Dignified.” This theme offered him greater scope to identify relevant issues and explore the creative approaches he wished to convey through his audiovisual work.
In his work, Rayhan highlights the importance of educating the younger generation about the rupiah from an early age. He illustrates how an understanding of money—including the evolution of digital payment systems like QRIS—can be introduced to them as part of an effort to foster awareness of the rupiah and its development amidst the digital transformation.
Rayhan handles the majority of the creative process—ranging from conceptualization, scriptwriting, and filming to video editing—on his own. He begins by conducting research and identifying the issue he wishes to address before formulating the video concept. According to him, one of the biggest challenges in this competition is conveying a broad idea within a very limited timeframe. “The video is only one minute long, yet the theme is quite expansive. The challenge lies in defining the problem and presenting a solution within a concise concept that remains easy to understand,” said Rayhan.
Preparations for the national stage also took place within a relatively short timeframe. Rayhan had to complete the entire process—ranging from research, conceptualization, and filming to video editing—in less than a week. This situation required him to effectively manage his time while maintaining the quality of the final work.
(Photo: Rayhan with Rian Adriandhy, director of the film Jumbo)
Beyond the competition itself, FERBI 2026 served as a learning opportunity for Rayhan to meet and exchange experiences with creative industry professionals and fellow finalists from various regions who already possessed experience in the creative and professional spheres. A particularly memorable experience for him was attending a workshop led by Rian Adriandhy, the director of the film Jumbo. Through this session, Rayhan gained insights into story structure and how to effectively convey messages through visual media.
Despite facing participants with diverse backgrounds and experiences, Rayhan successfully represented both UI and DKI Jakarta, ultimately securing the 3rd Runner-Up position. For him, the competition was not merely a venue for winning awards, but also an opportunity to broaden his experience and enhance his skills.
The Director of the UI Vocational School, Dr. Safrin Arifin, SKM., S.St., M.Sc., commended Rayhan’s achievement, noting that it demonstrates the ability of vocational students to apply the knowledge gained during their studies within a broader creative sphere. “Rayhan’s achievement shows that the competence of vocational students is not limited to their primary field of study but can also flourish through creativity, communication, and the use of digital technology. This aligns with the spirit of the UI Vocational School’s core values—KITA: Competent, Integrity, Transformative, and Adaptive. His courage to compete continuously, from the regional to the national level, represents a highly valuable learning process. Once again, I congratulate Rayhan on an achievement that brings honor to his alma mater, Universitas Indonesia,” said Safrin.
This experience was further supported by the learning processes and organizational activities Rayhan undertook while studying at the UI Vocational School. The Health Communication Practice course helped him understand how to convey messages in a structured manner, including managing intonation and communicating with those involved in the production process. Meanwhile, the Hospital Ethics course provided him with an understanding of the importance of obtaining proper authorization and adhering to ethical standards regarding the use of visual documentation.
In addition to classroom learning, Rayhan’s experience as Head of the Communication and Information Department for the Hospital Administration Student Association (HIMARS) in 2025 further broadened his experience in managing various communication programs and content production.
For Rayhan, the journey from the provincial to the national level taught him that a person’s capabilities are shaped not only by the final outcome but also by the courage to try, a commitment to continuous learning, and the accumulation of experience. Rayhan offers this advice: “We must be brave enough to try new things and keep developing our soft skills. It is okay to rest when you are tired, but afterwards, you must get back up and seek out as much experience as possible—because real-world experience never lies.”
Looking ahead, Rayhan hopes to continue developing his creative skills through various experiences and competitions. His journey—spanning from the regional to the national level—demonstrates that the learning process, the courage to try new things, and consistency in enriching one’s experience can equip students to keep growing and advance even further.
