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Deus Ex Machina

In Benzin Veritas

Deus Ex Machina (“god from the machine”) emerged in Australia in 2006, quickly becoming more than a brand—it’s a culture that celebrates creativity, inclusivity, and the joy of doing. What began with custom motorcycles soon expanded into a global community uniting motorcycling, surfing, skateboarding, and more under one roof. Rooted in authenticity and enthusiasm, Deus has grown from its iconic Camperdown “Temple of Enthusiasm” in Sydney to flagship stores in Australia, Indonesia, Milan, Japan, the USA, South Korea, and Thailand, spreading its philosophy that there’s no single ‘right way’ to individualism—just the same juice.

Community Marketing

2020 - 2021

As a side business while working at 8 Degree Projects, drove community marketing initiatives at Deus Ex Machina’s Temple of Enthusiasm in Canggu, reintroducing the café and brand post-pandemic through cultural and creative activations. Initiated and launched the Sons of Arak concept, including its successful grand launch, with proof of concept evolving into the signature Kill the Karaoke nights. Initiated the rebranding of the iconic Sunday Ride into Kumpul-Kumpul Ride, strengthening ties with Bali’s motorcycle communities. Assisted, organised, and promoted the Shades of Belief art exhibition in collaboration with Black Hand Gang, supporting both established and emerging Balinese artists. Supervised the Bags of Goodies tote bag design competition, ensuring smooth execution and brand visibility.

"Sons of Arak" Grand Launching

Community Engagement Series

During the post-Covid recovery period, Bali’s tourism market shifted significantly, relying heavily on Canggu expats and domestic tourists. To reintroduce Deus Café at the Temple of Enthusiasm in Canggu, a new menu concept was created to celebrate Bali’s signature spirit drink: Arak. This initiative offered a fresh cultural touchpoint while reconnecting the café with the evolving community.

Inspired by Sons of Anarchy, the Sons of Arak concept was launched with four playful flavours: Arak Mojito, Espresso Martini, Pop Ya Cherry, and Apple Cucumber. The grand launch event brought back the energy of Deus community nights with live rock and roll, an axe-throwing competition by Mother Hucker, and the attendance of more than 20 motorcycle communities. The event was a resounding success, creating buzz, laughter, and strong word-of-mouth for both the drink and the café.

Following the launch, Sons of Arak evolved into a regular community activation: Kill the Karaoke, a weekly live-band karaoke night in the Deus Backyard. Unlike traditional karaoke, guests performed with a live band instead of a screen—turning each evening into a memorable, high-energy experience that kept customers returning and strengthened community ties.

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All images, videos, and artworks displayed on this site are the intellectual property of the respective brands. I do not claim ownership of these materials; they are presented solely for the purpose of illustrating the scope and context of my professional contributions during employment.

© 2025 by Adhis Sopa

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