Implementasi Teknik Continuity Editing dalam Produksi Video Company Profile Seecul Coffee Bar

Abstract

Perkembangan media digital mendorong pelaku usaha, khususnya UMKM di bidang food and beverage (F&B), memanfaatkan konten audiovisual sebagai media promosi untuk membangun citra merek dan meningkatkan daya saing. Seecul Coffee Bar sebagai salah satu pelaku usaha F&B di Kota Sukabumi belum memiliki video company profile yang merepresentasikan identitas merek secara menyeluruh. Proyek akhir ini bertujuan untuk mendeskripsikan penerapan teknik continuity editing dalam produksi company profile Seecul Coffee Bar. Metode yang digunakan meliputi tahap pra-produksi, produksi, dan pascaproduksi. Proses editing dilakukan pada tahap pascaproduksi melalui selecting footage, assembly, rough cut, fine cut, dan screening dengan menerapkan teknik continuity editing seperti 180-degree rule, establishing shot, re-establishing shot, match on action, cutaway, cut in, J-cut, dan L-cut. Hasil proyek berupa video company profile tiga episode yang dipublikasikan melalui YouTube sebagai media branding dan promosi digital. Penerapan teknik continuity editing menghasilkan alur visual yang lebih konsisten, informatif, dan mudah diikuti oleh audiens.

The growth of digital media has encouraged small and medium enterprises (SMEs), particularly in the food and beverage (F&B) sector, to use audiovisual content as a promotional medium to strengthen brand identity and competitiveness. Seecul Coffee Bar, an F&B business in Sukabumi, did not have a company profile video that adequately represented its brand identity. This final project aims to describe the implementation of continuity editing techniques in producing the Seecul Coffee Bar company profile video. The production process consisted of three stages: pre-production, production, and post-production. Editing was carried out during post-production through selecting footage, assembly, rough cut, fine cut, and screening by applying continuity editing techniques, including the 180-degree rule, establishing shot, re-establishing shot, match on action, cutaway, cut in, J-cut, and L-cut. The final output is a three-episode company profile video published on YouTube as a branding and digital promotional medium, presenting information through a more consistent, informative, and engaging visual flow.