Penerapan Prinsip Montage Editing dalam Video Promosi Digital di Legend of Noodle Express

Abstract

Perkembangan era digital mendorong pelaku usaha memanfaatkan media sosial sebagai sarana komunikasi pemasaran, salah satunya melalui video promosi digital. Legend of Noodle Express menggunakan Instagram sebagai media promosi, namun konten yang dipublikasikan masih didominasi oleh informasi produk, promosi harga, dan konten hiburan sehingga belum memiliki video promosi dengan alur cerita yang terstruktur. Berdasarkan hasil observasi dan wawancara dengan pihak mitra, Legend of Noodle Express membutuhkan video promosi digital dengan konsep yang berbeda dari konten yang telah dipublikasikan sebelumnya, yaitu video yang mampu menyampaikan pesan melalui alur cerita yang terstruktur sehingga dapat memberikan pengalaman menonton yang lebih menarik sekaligus memperkuat penyampaian pesan promosi kepada audiens. Proyek ini berfokus pada tahap pascaproduksi dengan menggunakan teknik pengumpulan data berupa partisipasi aktif, wawancara, dan studi pustaka. Proses editing dilakukan melalui tahapan offline editing dan online editing sebagai proses penyusunan alur cerita serta penyempurnaan unsur visual dan audio. Tahapan tersebut menjadi dasar dalam menghasilkan video promosi yang memiliki alur cerita yang runtut, menarik, dan sesuai dengan storyboard yang telah dirancang. Selanjutnya, diterapkan prinsip metric montage, rhythmic montage, tonal montage, dan intellectual montage untuk membentuk makna melalui rangkaian adegan yang saling berhubungan sehingga mampu mendukung penyampaian pesan promosi secara lebih efektif. Penerapan prinsip montage editing tidak hanya menyusun hubungan antar adegan, tetapi juga membangun suasana, emosi, dan makna yang ingin disampaikan kepada audiens melalui rangkaian visual. Hasil proyek menunjukkan bahwa proses editing yang dilakukan secara sistematis menghasilkan video promosi digital yang lebih terstruktur sesuai dengan storyboard yang telah dirancang. Tahapan offline editing dan online editing mendukung penyusunan alur cerita, penyempurnaan unsur visual dan audio, serta memastikan kesinambungan setiap adegan sebelum video dipublikasikan. Penerapan prinsip montage editing membangun ritme, suasana, emosi, dan makna melalui hubungan antaradegan sehingga pesan promosi menjadi lebih jelas, menarik, dan mudah dipahami. Setiap prinsip montage editing memberikan kontribusi yang berbeda dalam memperkuat penyampaian pesan, mulai dari mengatur ritme visual, membangun suasana emosional, hingga menghadirkan makna melalui hubungan antar gambar.

The development of the digital era is pushing business players to use social media as a marketing communication tool, one of which is through digital promotional videos. Legend of Noodle Express uses Instagram for promotion, but the content that has been published is still dominated by product information, price promotions, and entertainment content, so it doesn't yet have promotional videos with a structured storyline. Based on observations and interviews with partners, Legend of Noodle Express needs digital promotional videos with a concept different from the content previously published, namely videos that can convey messages through a structured storyline, providing a more engaging viewing experience while strengthening the delivery of promotional messages to the audience. This project focuses on the post-production stage by using data collection techniques such as active participation, interviews, and literature studies. The editing process is carried out through offline editing and online editing stages as a way to structure the storyline and refine visual and audio elements. These stages serve as the foundation for producing a promotional video that has a coherent, engaging storyline that aligns with the storyboard that has been designed. Next, the principles of metric montage, rhythmic montage, tonal montage, and intellectual montage are applied to create meaning through a series of interconnected scenes, which helps convey the promotional message more effectively. The application of montage editing principles not only arranges the relationship between scenes but also builds the atmosphere, emotion, and meaning that you want to communicate to the audience through a series of visuals. The project results show that systematically carried out editing processes produce a more structured digital promotional video that aligns with the designed storyboard. The stages of offline and online editing support the arrangement of the storyline, refinement of visual and audio elements, and ensure continuity of each scene before the video is published. Applying montage editing principles builds rhythm, mood, emotion, and meaning through the connections between scenes, making the promotional message clearer, more engaging, and easier to understand. Each montage editing principle contributes differently to enhancing the message delivery, from setting the visual rhythm, creating an emotional atmosphere, to conveying meaning through the relationship between shots.