AsiaCALL Digital Content Innovation: Lala Bumela Introduces ‘Inventing’ Concept to GET IO UIN SSC, Prioritizing Human-Centered and Emotional Design Even with AI
Cirebon, August, 6th 2025 — Amidst the buzz of ideas and the soft glow of computer screens, Lala Bumela, Ph.D., Director of the International Office at Universitas Islam Siber Syekh Nurjati Cirebon, gathered the newly formed Global Engagement Team (GET) for an inspiring session on AsiaCALL 2025’s digital content. “In a world overflowing with information, our content must not just communicate—it must resonate, evoke, and inspire,” he declared, setting a tone of purposeful creativity. The team, tasked with crafting captions, Reels videos, feed images, flyers, thumbnails, and promotional messages, immediately felt the weight of harmonizing technical accuracy with emotional storytelling. The challenge was clear: how could every post, clip, and visual snippet, however small, weave a coherent narrative capable of engaging a diverse, international audience?
The meeting delved into the practical application of the “Reading for Emotions” framework by Ania Lian, which includes focus, disturbance, dialogue, development, resolution, and moral. Farah Syifa, a key participant from GET, noted, “Applying the flow consistently across Reels, feed posts, and even email messages helps every element speak the same emotional language.” The session highlighted the dual purpose of the initiative: equipping students with technical and creative skills, while also embedding storytelling, emotional resonance, and cross-cultural sensitivity into every digital touchpoint.
Lala Bumela guided the team through the “Inventing” concept, encouraging them to approach content creation as a process of exploration and experimentation. When a participant proposed a bold visual idea for the thumbnail series, he responded, “True innovation arises when we dare to experiment within boundaries. Constraints are not limitations—they are catalysts for creativity.” His leadership transformed uncertainty into opportunity, motivating the GET members to infuse every caption, story, and video clip with originality and emotional coherence.
Emphasizing the holistic vision, Lala Bumela reinforced, “Every digital artifact—whether a flyer, story, or WhatsApp message—must reflect a continuous emotional journey, from curiosity to understanding, from tension to resolution.” Under his mentorship, GET members practiced integrating narrative flow seamlessly across all content formats, ensuring that every audience interaction—be it a 15-second Reel or a static feed image—contributed to a consistent and compelling AsiaCALL 2025 narrative.
As the session drew to a close, the GET team emerged with a carefully crafted strategy, blending technical precision with emotionally-driven storytelling. Each caption, Reel, and visual element was now part of a larger narrative designed to engage and move audiences. Beyond skill-building, the exercise fostered a sense of purpose and ownership among participants, illustrating that innovation thrives when creativity meets intention. The collaborative effort promised not just compelling content for AsiaCALL 2025 but also a testament to the International Office’s role in shaping leaders capable of connecting across cultures and digital landscapes.
The meeting ultimately revealed a profound insight: in the realm of digital communication, emotion and innovation are inseparable partners. Lala Bumela’s emphasis on human-centered design and the “Inventing” concept inspired the team to see every post, story, and message as an opportunity to create meaningful connections. “When we craft content with empathy and intention, every interaction becomes more than a message—it becomes an experience,” he reflected. This vision underscores the International Office’s mission: to empower students, ignite creativity, and ensure that every piece of communication resonates with depth, purpose, and lasting impact.
Author: Muhammad Azkiya Bahtsulkhoir