TEKNIK SCRIPTWRITER PADA PEMBUATAN VIDEO COMPANY PROFILE WEB SERIES CAFÉ HALAMAN OMAH

Abstract

Persaingan usaha yang semakin kompetitif menuntut pelaku usaha, termasuk usaha mikro, kecil, dan menengah (UMKM), untuk memiliki media komunikasi yang mampu membangun citra dan identitas merek secara kuat. Café Halaman Omah, sebuah usaha kuliner di Kota Bogor yang mengusung nilai kehangatan, kekeluargaan, dan konsep Community Hub sebagai identitas utamanya, hingga saat ini belum memiliki media company profile sebagai sarana memperkenalkan usahanya secara menyeluruh kepada masyarakat luas. Kebutuhan tersebut mendorong pelaksanaan proyek akhir berupa penyusunan naskah video company profile dalam format web series, dengan tujuan menampilkan identitas usaha secara autentik, tidak kaku, dan mampu membangun keterikatan emosional dengan audiens. Proyek ini bertujuan untuk menjelaskan peran scriptwriter dalam penyusunan naskah video company profile web series Café Halaman Omah, serta menguraikan proses penulisan naskah berbasis teori Struktur Tiga Babak dalam pembuatan video tersebut. Metode yang digunakan mengacu pada teori Struktur Tiga Babak (Three Act Structure), yang membagi alur cerita menjadi Set Up (pengenalan), Confrontation (pengembangan konflik), dan Resolution (penyelesaian). Data dikumpulkan melalui partisipasi aktif sebagai narator, wawancara dengan mitra, observasi lokasi, dokumentasi, dan studi literatur. Proses kerja mencakup tahap pra produksi (riset, konsep, sinopsis, naskah, hingga storyboard), produksi (pengambilan gambar dengan pendampingan scriptwriter), dan pasca produksi (penyuntingan hingga publikasi di akun Instagram resmi Café Halaman Omah, yang dipilih karena sudah aktif digunakan mitra dan dapat menjangkau target audiens utama berusia 17–23 tahun). Hasil proyek menunjukkan bahwa naskah video company profile web series Café Halaman Omah dikembangkan menjadi empat episode, yaitu Halaman Bercerita, Sajian Rasa Halom, Berbagi Meja, dan Pulang, dengan durasi masing masing sekitar tiga hingga lima menit. Keempat episode tersebut menampilkan pengenalan identitas dan suasana cafe, produk unggulan, keterhubungan sosial antarpengunjung, hingga keterikatan emosional audiens, dengan tokoh utama "Sasa" sebagai sudut pandang penonton dalam mengenal Café Halaman Omah secara bertahap. Penerapan Struktur Tiga Babak terlihat dari babak Set Up pada episode pertama yang memperkenalkan tokoh utama, lokasi, dan latar belakang nama cafe secara naratif melalui dialog santai; babak Confrontation pada episode kedua dan ketiga yang membangun konflik internal berupa rasa penasaran dan kebutuhan emosional tokoh utama, sekaligus memperkenalkan produk, fasilitas, dan nilai kolaborasi cafe; serta babak Resolution pada episode keempat yang menampilkan penyelesaian melalui keterlibatan tokoh dalam kegiatan komunitas cafe, sekaligus menegaskan kehangatan dan rasa keterikatan sebagai nilai utama yang membuat pelanggan ingin kembali..

Increasingly competitive business rivalry requires business actors, including micro, small, and medium enterprises (MSMEs), to have communication media capable of building a strong brand image and identity. Café Halaman Omah, a culinary business in Bogor City that carries warmth, family values, and the concept of a Community Hub as its main identity, has not yet had a company profile medium to comprehensively introduce its business to the wider public. This need led to a final project involving the development of a company profile video script in web series format, aimed at presenting the business's identity authentically, informally, and in a way that builds emotional engagement with the audience. This project aims to explain the role of a scriptwriter in developing the script for Café Halaman Omah's company profile web series, as well as to describe the script-writing process based on the Three Act Structure theory in producing the video. The method used refers to the Three Act Structure theory, which divides the storyline into Set Up (introduction), Confrontation (conflict development), and Resolution (conclusion). Data were collected through active participation as a narrator, interviews with the partner, on-site observation, documentation, and literature review. The work process covered pre-production (research, concept development, synopsis, script, and storyboard), production (filming with scriptwriter supervision), and post-production (editing through to publication on Café Halaman Omah's official Instagram account, chosen because it was already actively used by the partner and could reach the main target audience aged 17–23). The project results show that the company profile web series script for Café Halaman Omah was developed into four episodes, Halaman Bercerita, Sajian Rasa Halom, Berbagi Meja, and Pulang, each around three to five minutes long. The four episodes present the introduction of the café's identity and atmosphere, its signature products, the social connections among visitors, and finally the audience's emotional attachment, following the main character "Sasa" as the audience's point of view in gradually getting to know Café Halaman Omah. The application of the Three Act Structure is reflected in the Set Up in the first episode, which introduces the main character, the setting, and the background of the café's name through casual dialogue; the Confrontation in the second and third episodes, which builds an internal conflict of curiosity and emotional need within the main character while also introducing the products, facilities, and collaborative values of the café; and the Resolution in the fourth episode, which shows the resolution through the character's involvement in the café's community activities, reinforcing warmth and a sense of belonging as the core values that make customers want to return