Jakarta, 5 December 2025 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency Irene Umar reviewed the creative process behind the animated film Pelangi di Mars produced by DossGuavaXR Studio. During the visit, Deputy Minister Irene highlighted the film’s commercialization prospects and marketing potential.
Wakil Menteri Ekonomi Kreatif, Irene Umar, mengunjungi DossGuavaXR Studio, Jakarta, Jumat (5/12/2025).
“We also need to consider where the activation will take place and what concept will best support the rollout of Pelangi di Mars. There are several potential locations for the Mars Experience activation, such as Taman Mini, Lippo Mall Nusantara, airports, and train stations,” said Deputy Minister Irene during her visit to DossGuavaXR Studio, Jakarta, Friday, 5 December 2025.
Deputy Minister Irene commended DossGuavaXR for bringing together real creative talent supported by advanced technology. However, she emphasized that other creative potentials also need to be activated.
“Everything can be explored through collaboration, including the idea of developing merchandise or future collectible items,” she added.
The animated film Pelangi di Mars adopts virtual production technology known as Extended Reality (XR), including LED walls used to create realistic backgrounds and 3D characters, enabling live-action performance within the virtual set. This creative approach, packaged by DossGuavaXR Studio, is also commonly used in advertising and known as StageCraft—an innovative form of visual effects technology.
“In producing animated films, it is essential to understand the offering of the business model and define the appropriate call to action. The focus is on building exposure for the Intellectual Property (IP) created. Through licensing, collaboration, and opportunity exploration, animation creators must shift towards prioritizing IP exposure after passing the initial investment stage,” Deputy Minister Irene explained.
Dok. Biro Komunikasi Kementerian Ekraf/ Badan Ekraf.
The production of Pelangi di Mars has faced numerous challenges, prompting filmmakers to adopt new technologies and create additional pathways to introduce and strengthen the film’s identity so it can be well received by the public. Beyond live-action shooting, Pelangi di Mars also features motion picture production using body actors.
“The technical progress of Pelangi di Mars is currently around 10 percent of the final phase, including sound design, grading, animation visual effects (VFX), and several other revisions. At the beginning, we felt like we were walking alone in this creative journey, so we continued learning and updating our knowledge—particularly ensuring that this film would have a wide market in the kids and family segment,” said Upie Guava, the director.
“When Jumbo was well received by the public, our confidence grew. The same applies after meeting the Deputy Minister today—being offered various opportunities assures us that we are on the right track,” added Upie Guava, who previously directed the disaster documentary Kemarin produced by Mahakarya Pictures.
Dok. Biro Komunikasi Kementerian Ekraf/ Badan Ekraf.
Pelangi di Mars tells the story of Pelangi, the first human born on Mars, who grows up alongside intelligent robots named Batik, Kimchi, Petya, Sulil, and Yoman. Together, they embark on an important mission to discover a magical mineral, Zeolite Omega, capable of saving Earth. This cinematic adventure will become part of the Pelangi di Mars universe beginning in 2026.
“To all creative fighters, dreamers, and innovators—continue being the pillars of human civilization in Indonesia. Don’t forget to watch Pelangi di Mars, a work we crafted with heart and dedication. We hope it contributes to the big dreams of Indonesian children in the future,” concluded Upie Guava.
During the visit to DossGuavaXR Studio, Deputy Minister Irene Umar was welcomed by members of the Pelangi di Mars production team including Dendi Reynando (Producer), Ainu Rofiq (Marketing and Partnership), and Alta (Studio Manager).
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
