MBCS and UNITAR launch TikTok sitcom celebrating students who do it their way

MBCS, the media-fuelled creative content practice within the Omnicom Media network, has partnered with UNITAR Education Group to launch ‘Flex Ikut Jiwa’, a new TikTok-led series designed to spotlight the diverse aspirations and determination of Malaysians pursuing higher education on their own terms.

Launched in conjunction with UNITAR’s 35th anniversary, the eight-episode social sitcom reflects Bangkit Bersama, its commitment to growing alongside its students and the community it serves. From working adults and online learners to students balancing multiple responsibilities, the ‘Flex Ikut Jiwa’ campaign celebrates those who refuse to remain stagnant and continue to pursue their dreams despite life’s challenges.

Zulfatah Arif, Creative Group Head of MBCS, said, “The strongest insight behind ‘Flex Ikut Jiwa’ was recognising that choosing to start or continue your education is often the biggest flex of all. Many people think higher education marketing should focus on certificates, rankings, or campuses. We wanted to focus on the human stories instead. By creating ‘Abang Printer’ as a relatable character and placing him in a setting every student recognises, we were able to build a social universe that feels authentic, entertaining, and deeply Malaysian. More importantly, it gives a voice to students whose stories are rarely told.”

The character-led social series is based in an unlikely location: a campus print shop. At the centre of the series is Abang Printer (older brother in the print shop), an original character brought to life by popular influencer @sonicwebs, through witty, deadpan conversations with students as they print assignments, projects, and theses. Each episode introduces a different student persona, uncovering the ambitions, sacrifices, and motivations that drive them to further their education.

Timothy Johnson, Chief Commercial Officer of UNITAR Education Group, said, “At UNITAR, we believe that success doesn’t belong exclusively to the people with the best grades or linear life paths. Many of our students are working adults, online learners, parents, hustlers, and individuals who have chosen a different path to achieve their goals. ‘Flex Ikut Jiwa’ was created to celebrate these stories and remind Malaysians that pursuing your dreams in your own way is something worth being proud of. Through this series, we’re showing that there is space for everyone to Bangkit Bersama and succeed through education.”

The series breaks category conventions by replacing polished promotional content with relatable, character-driven storytelling inspired by the everyday realities of student life. It features a diverse cast of student characters, challenging stereotypes and reinforcing UNITAR’s belief that ambition comes in many forms.

Developed entirely in-house, ‘Flex Ikut Jiwa’ was written, directed, filmed, and edited by MBCS, to champion a simple yet powerful message: your dreams, your hustle, your journey.

View the Flex Ikut Jiwa, Abang Printer series here:

VIEW EPISODE ONE
VIEW EPISODE TWO
VIEW EPISODE THREE
VIEW EPISODE FOUR
VIEW EPISODE FIVE