Proses Kreatif Penyutradaraan dalam Produksi Iklan Digital Video "Gen Z Password-nya?" PT Telekomunikasi Selular

Abstract

PT Telekomunikasi meluncurkan program baru yaitu by.U Affiliate School yang dikemas melalui iklan digital. Laporan akhir ini bertujuan untuk menganalisis proses kreatif penyutradaraan dan menganalisis penerapan teori model AISAS pada produksi iklan digital video “Gen Z Password-nya?” PT Telekomunikasi Selular. Lokasi dan waktu pengumpulan data dilaksanakan di Gedung Telkomsel Regional Central sejak tanggal 1 Februari hingga 31 April 2024. Data yang didapat yaitu data primer dan data sekunder. Teknik pengumpulan data yang dilakukan yaitu observasi, wawancara, partisipasi aktif, dan studi pustaka. Produksi iklan ini menghasilkan tiga output yaitu iklan video, iklan poster, dan Hak Kekayaan Intelektual. Proses kreatif penyutradaraan iklan digital video “Gen Z Password-nya?” meliputi riset produksi, genre and theme, hatching your plot, writing the screenplay, stars and actors, drawing on ideas, setting lokasi, setting scene, pengambilan gambar, dan evaluasi hasil editing. Produksi iklan tersebut didasarkan pada pemahaman pola perlilaku audiens menurut teori AISAS (Attention, Interest, Search, Action, dan Share). Hal itu diterapkan agar iklan yang dihasilkan efektif dan tersampaikan dengan baik kepada audiens.

PT Telekomunikasi launched a new program, namely by.U Affiliate School, which is packaged through digital advertising. This final report aims to analyze the creative process of directing and analyze the application of the AISAS model theory to the production of the digital video advertisement “Gen Z Password?” PT Telekomunikasi Selular. The location and time of data collection were carried out at the Telkomsel Regional Central Building from February 1 to April 31, 2024. The data obtained are primary data and secondary data. The data collection techniques used were observation, interview, active participation, and literature study. This advertising production produces three outputs, namely video advertisements, poster advertisements, and Intellectual Property Rights. The creative process of directing the digital video ad “Gen Z Password?” includes production research, genre and theme, hatching your plot, writing the screenplay, stars and actors, drawing on ideas, setting locations, setting scenes, shooting, and evaluating the editing results. The ad production is based on understanding audience behavior patterns according to the AISAS (Attention, Interest, Search, Action, and Share) theory. It is applied so that the resulting advertisement is effective and well conveyed to the audience.