UNITAR turns its print shop into a TikTok sitcom

UNITAR Education Group is turning a campus print shop into a TikTok sitcom, with a new eight-episode series that spotlights Malaysians pursuing higher education on their own terms.

Called “Flex ikut jiwa” (‘Flexing based on vibes’), the series was developed with MBCS, the media-fuelled creative content practice within the Omnicom Media network, to mark UNITAR’s 35th anniversary. It reflects the university’s “Bangkit bersama” (‘Rise together’) brand message, which is about growing alongside its students and community.

The series follows 'Abang Printer' ('printer guy'), an original character played by influencer Syafiq (@sonicwebs), who runs the print shop and trades deadpan, witty conversations with students as they print assignments, projects and theses.

Each episode features a different student persona, from working adults and online learners to students balancing multiple responsibilities, to explore the ambitions and sacrifices that drive them to study.

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For UNITAR, the series is meant to make room for students who don’t follow a linear path. Timothy Johnson, chief commercial officer of UNITAR Education Group, said success does not belong exclusively to 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," explained Johnson.

"Through this series, we're showing that there is space for everyone to 'Bangkit bersama' and succeed through education,” he added. 

In tandem, Zulfatah Arif, creative group head of MBCS, said that choosing to start or continue your education is often the biggest flex of all. He said many people think higher education marketing should focus on certificates, rankings or campuses, but MBCS wanted to focus on 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,” he said.

The series replaces polished promotional content with character-driven storytelling inspired by everyday student life, with a diverse cast of student characters. It was written, directed, filmed and edited by MBCS in-house.

The first five episodes are available on UNITAR’s TikTok page. Each of them depict Abang Printer and another character. 

The series is MBCS’s latest TikTok-first campaign. In September 2025, it worked with MILO on “Rally Hati Esya”, an exclusive-to-TikTok romantic comedy set against the backdrop of pickleball. Earlier this year, it also helped MILO power volunteer efforts with a Ramadan push. Omnicom Media was also named the number one network in Malaysia and Asia Pacific in the latest RECMA Network Diagnostics report.

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