| dc.contributor.advisor | Dharmawan, Leonard | |
| dc.contributor.author | Sudarjat, Nabil Bakran | |
| dc.date.accessioned | 2026-08-11T03:10:39Z | |
| dc.date.available | 2026-08-11T03:10:39Z | |
| dc.date.issued | 2026 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/178150 | |
| dc.description.abstract | Kampanye digital berbasis video menjadi strategi utama brand kecantikan dalam membangun citra dan kedekatan emosional dengan konsumen, namun tidak semua produksi kampanye memiliki manajemen produksi yang terstruktur, sehingga berpotensi menimbulkan ketidaksesuaian konsep, keterlambatan jadwal, hingga kurang optimalnya penyampaian pesan brand. Production Manager berperan penting dalam memastikan kelancaran produksi melalui perancangan alur kerja, koordinasi tim, serta pengawasan pelaksanaan. Proyek ini bertujuan menjelaskan manajemen produksi konten video kampanye digital BLP Hari Bumi pada tahap pra-produksi, produksi, dan pasca-produksi, serta menjelaskan strategi Production Manager dalam pengelolaan alur kerja dan koordinasi tim.
Proyek dilaksanakan selama tiga bulan, Februari hingga Mei 2026, melalui kerja sama dengan BLP Beauty, melibatkan tim produksi lima orang dan dua talent. Prosedur kerja mencakup observasi, pembentukan tim, koordinasi konsep, penyusunan timeline dan anggaran, persiapan teknis, shooting, kontrol kualitas, evaluasi, revisi, hingga publikasi. Seluruh tahapan dianalisis menggunakan fungsi manajemen planning, organizing, actuating, dan controlling (POAC) yang diintegrasikan dengan model komunikasi Attention, Interest, Desire, Action (AIDA).
Hasil menunjukkan bahwa manajemen produksi dilaksanakan melalui tiga tahapan yang saling berkaitan. Tahap pra-produksi menjadi fondasi melalui observasi kebutuhan brand, pengembangan konsep storytelling bertema "Earth Day with BLP", serta penyusunan dokumen manajemen. Tahap produksi menguji kemampuan karena diharuskan menghadapi tiga kendala teknis di lapangan, namun seluruh adegan tetap berhasil direkam sesuai jadwal. Tahap pasca-produksi mengatasi perbedaan kualitas visual antar perangkat melalui color grading manual serta siklus evaluasi dan revisi.
Strategi Production Manager terwujud melalui penerapan keempat fungsi POAC yang terintegrasi dengan kerangka AIDA. Fungsi planning diarahkan untuk memenuhi tahapan AIDA sebagai tujuan komunikasi brand. Fungsi organizing diwujudkan melalui pembentukan struktur tim dan formalisasi kerja sama melalui Memorandum of Understanding. Fungsi actuating tercermin dari pengambilan keputusan adaptif menghadapi kendala teknis. Fungsi controlling dilaksanakan melalui pemantauan kualitas berkelanjutan serta evaluasi yang menggunakan AIDA sebagai tolok ukur komunikasi. Keempat fungsi diterapkan secara dinamis, menjadikan Production Manager sebagai aktor strategis yang mengintegrasikan dimensi manajerial, teknis, dan komunikatif dalam proses produksi. | |
| dc.description.sponsorship | video-based digital campaigns have become an effective strategy for beauty
brands to strengthen their brand image and build emotional connections with
consumers. However, ineffective production management may lead to concept
inconsistencies, schedule delays, and less effective communication. This project
aimed to describe the production management of the BLP Earth Day digital
campaign video during the pre-production, production, and post-production stages,
as well as the Production Manager's strategy in managing workflow and team
coordination.
The project was conducted from February to May 2026 in collaboration with
BLP Beauty, involving a production team of five members and two talents. The
production process included observation, team formation, concept development,
timeline and budget planning, filming, quality control, evaluation, revision, and
publication. The analysis applied the Planning, Organizing, Actuating, and
Controlling (POAC) management functions integrated with the Attention, Interest,
Desire, and Action (AIDA) communication model.
The results show that production management was implemented through
three interconnected stages. The pre-production stage focused on identifying brand
needs, developing the Earth Day with BLP storytelling concept, and preparing
production documents. During production, the team successfully overcame three
technical challenges while completing all planned scenes on schedule. In postproduction, differences in visual quality across recording devices were resolved
through manual color grading, followed by evaluation and revision.
The Production Manager's strategy was demonstrated through the
implementation of the four POAC functions integrated with the AIDA framework.
Planning aligned the production with the brand's communication objectives,
organizing established the production structure and formal collaboration,
actuating enabled adaptive decision-making during technical challenges, and
controlling ensured continuous quality monitoring and evaluation. These functions
positioned the Production Manager as a strategic coordinator who integrated
managerial, technical, and communication aspects throughout the production
process. | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | STRATEGI PRODUCTION MANAGER DALAM MANAJEMEN PRODUKSI KONTEN VIDEO KAMPANYE DIGITAL HARI BUMI BLP | id |
| dc.title.alternative | PRODUCTION MANAGER STRATEGY IN MANAGING VIDEO CONTENT PRODUCTION FOR BLP DIGITAL EARTH DAY CAMPAIGN | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Digital Campaign | id |
| dc.subject.keyword | Video Content | id |
| dc.subject.keyword | Production Management | id |
| dc.subject.keyword | production manager | id |
| dc.subtype | Multimedia | |
