PERAN VIDEO EDITOR DALAM PEMBUATAN IKLAN LAYANAN MASYARAKAT "LURUH"

This creation-based research analyzes the role of the editor in the production of a Public Service Announcement (PSA) titled “Luruh,” a self-acceptance campaign created in collaboration with Snowhite Malang. The project was strategically designed as support material for offline event presentations, which served as the primary channel for client acquisition. This study highlights the editor's systematic involvement from the pre-production stage through post-production to align the artistic vision with marketing strategies. Jump cut techniques were utilized to effectively visualize the character's psychological dynamics, while L-cuts and J-cuts were implemented to maintain the continuity of the audio-visual rhythm. It is concluded that in this socially-driven commercial project, the editor functions not merely as a technical operator, but as an integrator balancing the delivery of social messages with the client's strategic branding requirements.