In formation

Award-winning talent.Global-brand experience.Assembled around yours.

Meet the formation ↓

The collective

The right people.
For the move that matters.

The Cavalry brings together experienced strategists, creatives, producers and specialists around the challenge at hand. Every engagement gets the expertise it needs—without the layers it doesn't.

First into formation

The founders.

Co-founder & Chief Creative

Fariz Azlan.

Fariz came up through copy, but his eye for design is every bit as sharp as his way with words. He strips complexity back to the thought that matters, then finds its clearest expression.

Fariz built his career at BBDO, Y&R, M&C Saatchi, VML, Red Fuse Hong Kong and Leo Burnett, before leading AirAsia MOVE's in-house creative team.

Along the way, The Whole Story for LG turned 13.5 hours of talk time into an entire library of stories – and earned Indonesia its first-ever Cannes Gold Lion. For Celcom 4G, speed found its face in Usain Bolt, filmed on his home ground in Jamaica. The campaign went on to win Gold at the Effies.

Across more than two decades, he has led creative work across Malaysia, Indonesia, Thailand, Singapore, Hong Kong and Asia Pacific. His client list spans global giants and regional household names – Colgate-Palmolive, Danone AQUA, LG, Volkswagen, Maxis, Celcom, Digi, KFC, BOH Tea and Tourism Malaysia among them.

Music has always run alongside his work. Once part of Malaysia's early R&B scene, Fariz brings a musician's ear to rhythm, tone and recall – particularly when a brief calls for a jingle that refuses to leave your head.

His work has been recognised at Cannes Lions, D&AD, Clio, Effies, AdFest, Spikes Asia, One Show and Kancils – and a fair few others. The awards prove the craft. The ideas explain why.

Selected campaign record

Colgate TotalMade for Greatness 2.0Gold Markies · Programmatic Marketing

AirAsia MOVEBig Adventures, Small Budget

LG MobileThe Whole StoryCannes Gold Lion

AQUA / DANONE INDONESIA2018 Asian Games "The Pat"

Celcom 4G LTEThe Fastest Territory Is YoursGold Effie

Tourism MalaysiaEuropean Market CampaignFirst Prize · Golden Citygate, ITB Berlin

Visit Fariz's Behancefarizazlan ↗fariz_azlan ↗

Co-founder & Chief Strategy

Shaza Dzulkifly.

Shaza's instinct is to look past the obvious. Journalism taught her to cut through complexity, connect the telling details and find the angle that moves the work forward.

Shaza built her career across live television, digital news, publishing and communications – at ntv7's The Breakfast Show, MSN Malaysia, The Malay Mail and ISC International, before founding creative communications agency Spaceship MGMT.

Whether shaping communications for TalentCorp and Tourism Sarawak or turning financial information into clear investor narratives with Smith Zander, Shaza starts in the same place – with what the audience needs to understand.

That same instinct extends to digital experience. Shaza builds websites from structure and story through to launch. This one included.

Indonesia widened the lens. At Indonesia Design, her work moved through the worlds of Aman, Four Seasons, Kempinski, Hyatt, The Langham and Lost Lindenberg, among others, and into conversations with local and international architects and artists including Cyril Kongo, Alexis Dornier and Yori Antar. At Iris Jakarta, she brought that editorial eye to social and PR strategy for Diageo's Johnnie Walker.

Trading in the capital markets has sharpened that instinct further – separating signal from noise, spotting patterns and knowing what changes the picture.

Across stories, brands and markets, her strategic edge remains the same – seeing what matters, how it connects and where to take it next.

Selected campaign record