Penerapan Teori Five C’s of Cinematography dalam Video Iklan Promosi Vasaka Solterra

Abstract

Perkembangan industri properti yang semakin kompetitif mendorong pemanfaatan video promosi digital sebagai media komunikasi pemasaran yang mampu menarik perhatian calon konsumen melalui penyajian visual yang berkualitas. Penelitian ini bertujuan menjelaskan proses produksi video iklan promosi Apartemen Vasaka Solterra, menganalisis penerapan teori Five C's of Cinematography, serta mengevaluasi performa distribusi video pada Instagram Reels dan YouTube Shorts. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik observasi, partisipasi aktif, dan studi pustaka. Proses produksi dilaksanakan menggunakan model ADDIE yang meliputi Analysis, Design, Development, Implementation, dan Evaluation. Hasil penelitian menunjukkan bahwa penerapan lima elemen Five C's of Cinematography, yaitu camera angles, close ups/shot size, composition, continuity, dan cutting, mampu menghasilkan visual yang informatif, estetis, dan sesuai dengan tujuan komunikasi pada enam video promosi. Evaluasi distribusi menunjukkan bahwa video memperoleh performa yang baik pada platform Instagram Reels dan YouTube Shorts sebagai media promosi digital. Temuan ini menunjukkan bahwa penerapan Five C's of Cinematography dapat meningkatkan kualitas visual sekaligus mendukung efektivitas komunikasi pemasaran digital pada video promosi properti.

The increasingly competitive property industry encourages the use of digital promotional videos as a marketing communication medium capable of attracting prospective customers through high quality visual presentation. This study aims to explain the production process of Vasaka Solterra promotional advertisement videos, analyze the application of the Five C's of Cinematography theory, and evaluate video distribution performance on Instagram Reels and YouTube Shorts. A descriptive qualitative approach was employed using observation, active participation, and literature review. The production process followed the ADDIE model consisting of Analysis, Design, Development, Implementation, and Evaluation. The results show that the application of the five elements of the Five C's of Cinematography, namely camera angles, close ups/shot size, composition, continuity, and cutting, produced informative and visually appealing promotional videos that supported the intended communication objectives across six promotional videos. The distribution evaluation indicated that the promotional videos demonstrated satisfactory performance on Instagram Reels and YouTube Shorts as digital promotional media. These findings demonstrate that the application of the Five C's of Cinematography improves visual quality while supporting the effectiveness of digital marketing communication in property promotional videos.