Proses Editing Video Profil Perusahaan Wiskul Media Dalam Upaya Membangun Brand Awareness

Abstract

Wiskul Media merupakan creative agency yang bergerak di bidang komunikasi digital dengan fokus pada industri food and beverage (F&B). Perusahaan ini belum memiliki video profil yang mampu memperkenalkan identitas, layanan, dan keunggulan perusahaan secara efektif kepada target audiens. Selama ini informasi perusahaan hanya tersedia dalam bentuk company profile sehingga penyampaian informasi belum optimal. Oleh karena itu, proyek akhir ini dilakukan untuk menghasilkan video profil sebagai media komunikasi digital dalam upaya membangun brand awareness Wiskul Media. Tujuan proyek akhir ini adalah menjelaskan proses editing video profil Wiskul Media serta mengidentifikasi hambatan yang dihadapi selama proses editing. Proyek akhir ini berfokus pada tahap pascaproduksi, khususnya proses editing video dengan menggunakan tahapan menurut Bowen dan Thompson yang meliputi review and selection, assembly, rough cut, fine cut, picture lock, dan finishing. Pada tahap review and selection, editor melakukan pemilihan dan pengelompokan footage, pengembangan konsep, serta penyiapan aset pendukung. Tahap assembly dilakukan dengan menyusun footage sesuai alur cerita. Selanjutnya, pada tahap rough cut dan fine cut dilakukan pemotongan video, penyusunan ritme, penambahan text overlay, transisi, elemen visual, colour grading, audio mixing, serta penerapan konsep visual storytelling agar pesan perusahaan tersampaikan secara runtut, menarik, dan mudah dipahami. Tahap picture lock dan finishing dilakukan untuk memastikan susunan visual telah final sebelum video diekspor dan dipublikasikan. Selama proses editing terdapat beberapa hambatan, yaitu ketidaklengkapan footage, keterbatasan perangkat editing, serta penyesuaian informasi dengan durasi video yang hanya 1 menit 15 detik. Hambatan tersebut diatasi melalui penggunaan footage alternatif, pemanfaatan smartphone sebagai perangkat editing menggunakan aplikasi CapCut, serta penyederhanaan informasi tanpa mengurangi pesan utama yang ingin disampaikan. Upaya tersebut dilakukan agar kualitas video tetap sesuai dengan tujuan komunikasi perusahaan. Hasil proyek akhir ini berupa video profil Wiskul Media berdurasi 1 menit 15 detik yang dipublikasikan melalui Instagram. Video menampilkan identitas perusahaan, layanan, proses kerja, serta keunggulan Wiskul Media dengan penyajian visual yang komunikatif. Selain menghasilkan video profil sebagai luaran utama, proyek akhir ini juga menghasilkan Hak Kekayaan Intelektual (HKI) dan surat rekognisi dari mitra. Video profil tersebut diharapkan dapat menjadi media informasi digital yang mendukung upaya membangun brand awareness Wiskul Media serta menjadi referensi bagi pengembangan produksi video profil perusahaan di masa mendatang.

Wiskul Media is a creative agency specializing in digital communications with a focus on the food and beverage (F&B) industry. The company does not yet have a profile video capable of effectively introducing its identity, services, and strengths to its target audience. Until now, company information has only been available in the form of a company profile, so the delivery of information has not been optimal. Therefore, this final project was undertaken to produce a profile video as a digital communication medium in an effort to build brand awareness for Wiskul Media. The objective of this final project is to explain the video editing process for the Wiskul Media profile and to identify the challenges encountered during the editing process. This final project focuses on the post-production stage, specifically the video editing process using the stages outlined by Bowen and Thompson, which include review and selection, assembly, rough cut, fine cut, picture lock, and finishing. During the review and selection stage, the editor selects and organizes footage, develops the concept, and prepares supporting assets. The assembly stage involves arranging the footage according to the narrative flow. Next, during the rough cut and fine cut stages, video cuts are made, the rhythm is established, text overlays, transitions, and visual elements are added, color grading and audio mixing are performed, and visual storytelling concepts are applied to ensure the company’s message is conveyed coherently, engagingly, and clearly. The picture lock and finishing stages are carried out to ensure the visual composition is finalized before the video is exported and published. During the editing process, there were several challenges, namely incomplete footage, limitations of the editing equipment, and the need to adapt the information to fit a video duration of only 1 minute and 15 seconds. These challenges were overcome by using alternative footage, utilizing a smartphone as an editing device with the CapCut app, and simplifying the information without compromising the main message to be conveyed. These efforts were made to ensure the video’s quality remained consistent with the company’s communication objectives The final project deliverable is a 1-minute, 15-second Wiskul Media profile video published on Instagram. The video showcases the company’s identity, services, work processes, and Wiskul Media’s strengths through a communicative visual presentation. In addition to producing the profile video as the primary deliverable, this final project also resulted in Intellectual Property Rights (IPR) and a letter of recognition from a partner. The profile video is expected to serve as a digital information medium that supports efforts to build brand awareness for Wiskul Media and to serve as a reference for the development of future corporate profile videos