Deus Ex Machina Indonesia was going through a repositioning, with a challenge to strengthen its connection with local communities in Bali. As Community Marketing Manager, I led a series of initiatives built around this direction, starting with Deus Kumpul-Kumpul Ride, a group riding initiative bringing together key motorcycle communities across Bali. The initiative continued with Deus Sons of Arak, a wordplay on Sons of Anarchy, celebrating arak, a traditional Balinese spirit that is also popular with tourists and expats. Together, these activations created a platform for Deus to engage local communities through shared culture. Another activation we ran was the Deus Tote Bag Design Competition, tapping into another important part of Deus’s social DNA: art expression.