Implementasi Teknik Videography pada Video Promosi Toko Kenanga

Abstract

Penulisan laporan akhir ini sebagai pertanggungjawaban atas pelaksanaan proyek pembuatan video promosi di Toko Kenanga. Toko Kenanga adalah sebagai pelaku usaha yang bergerak di bidang seragam sekolah, perlengkapan sekolah dan lain-lainnya. Latar belakang dalam pembuatan video promosi ini mitra ingin menghadirkan konten promosi yang komunikatif, menarik dan mampu menjangkau audiens secara luas. Tujuan proyek ini menjelaskan produksi videografer dalam pembuatan video promosi, implementasi teknik pengambilan gambar videography. Proses produksi pembuatan video promosi ini secara keseluruhan menggunakan pendekatan metode multimedia development life cyle (mdlc) yang terdiri dari 6 tahapan yaitu concept (pengonsepan), design (perancangan), material collecting (pengumpulan bahan), assembly (pembuatan), testing (pengujian), distribution (pendistribusian). Concept tahap pertama tim produksi merancang konsep dengan mitra melalui observasi dan wawancara yang mencakup identitas usaha. Design tahap ini konsep sebelumnya dikembangkan menjadi naskah dan storyline oleh scriptwriter. Material collecting tahap ini meliputi voice over, sound effect, backsound, logo, dan seluruh materi video yang telah di rekam oleh videografer, assembly tahap pembuatan video ini dilakukan oleh editor, testing tahap ini proses pengujian terhadap hasil akhir video yang telah di produksi, terakhir distribution tahap ini video setelah melewati evaluasi oleh mitra selanjutnya dipublikasikan di platform media sosial Instagram dan Youtube Toko Kenanga. Proses produksi videografer melalui beberapa tahapan seperti tahap pra produksi, pengarahan konsep oleh mitra, lalu selanjutnya mengadakan brainstorming dengan teman-teman proyek tugas akhir, briefing pengarahan oleh scriptwriter sebelum ke lapangan dan terakhir menyiapkan alat-alat kebutuhan produksi. Tahap produksi melakukan perekaman video, dan pengaturan teknikal selama di lapangan. Terakhir tahap pasca produksi pengelolaan hasil video, evaluasi seluruh tim, dan review dari mitra. Implementasi teknik pengambilan gambar videography dalam pembuatan video promosi Toko Kenanga meliputi jenis-jenis shot dan camera movement. Proses pelaksanaan proyek akhir dimulai pada bulan Maret hingga Mei 2025 di tempat usaha Toko Kenanga yang berlokasi di Jl. A. Yani No.56, Gunungparang, Kec. Cikole, Kota Sukabumi, Jawa Barat 4313. Hasil akhir berupa tiga video promosi yaitu video company profile berdurasi 3 menit 54 detik, video branding berdurasi 2 menit, video testimoni berdurasi 1 menit 36 detik yang digunakan untuk platform digital seperti Instagram dan Youtube. Implementasi teknik pengambilan gambar videography terbukti meningkatkan kualitas video promosi dan menciptakan struktur visual yang utuh dan menarik dilihat oleh audiens.

This final report is written as a form of accountability for the implementation of a promotional video production project at Kenanga Store. Kenanga Store is a business actor engaged in school uniforms, school supplies and others. The background in making this promotional video is that the partner wants to present promotional content that is communicative, interesting and able to reach a wide audience. The purpose of this project explains the production of videographers in making promotional videos, the implementation of videography shooting techniques. The overall production process of making this promotional video uses a multimedia development life cycle (MDLC) method approach which consists of 6 stages, namely concept, design, material collecting, assembly, testing, distribution. The first stage of the concept, the production team designs the concept with partners through observation and interviews that include business identity. In this design stage, the previous concept is developed into a script and storyline by the scriptwriter. Material collecting stage includes voice over, sound effects, backsound, logo, and all video materials that have been recorded by the videographer, assembly stage of making this video is done by the editor, testing stage is the process of testing the final results of the video that has been produced, finally distribution stage this video after passing the evaluation by the partner is then published on the social media platforms Instagram and Youtube Toko Kenanga. The videographer production process goes through several stages such as the pre-production stage, concept direction by the partner, then brainstorming with friends of the final project project, briefing direction by the scriptwriter before going to the field and finally preparing the equipment needed for production. The production stage does video recording, and technical arrangements while in the field. Finally, the post-production stage is managing the video results, evaluating the entire team, and reviews from partners. The implementation of videography shooting techniques in making promotional videos for Toko Kenanga includes the types of shots and camera movements. The final project implementation process starts from March to May 2025 at the Kenanga Shop business premises located at Jl. A. Yani No. 56, Gunungparang, Kec. Cikole, Sukabumi City, West Java 4313. The final result is three promotional videos: a 3-minute 54-second company profile video, a 2-minute branding video, and a 1-minute 36-second testimonial video, which are used for digital platforms such as Instagram and YouTube. The implementation of videography shooting techniques has been proven to improve the quality of promotional videos and create a complete and attractive visual structure for the audience.