PROSES PENYUTRADARAAN DALAM PEMBUATAN IKLAN KOMERSIAL PRODUK ECOPRINT GRIYA MADUKARA UNTUK MENINGKATKAN BRAND AWARENESS

The development of digital media has driven significant changes in marketing communication strategies, particularly through video-based visual content that effectively reaches younger audiences. Griya Madukara, an ecoprint small and medium enterprise (SME) based in Malang, faces low brand awareness among young audiences as well as the perception that ecoprint is less relevant to modern fashion. This final project aims to describe and analyze the directing process in the production of a commercial ecoprint advertisement for Griya Madukara as an effort to increase brand awareness through Instagram Reels. The creative process consists of pre-production, production, and post-production stages, employing a mixed-methods approach through interviews, observation, and questionnaires. The directing approach focuses on cinematic visual design and storytelling that align with sustainability values and the characteristics of young audiences. The effectiveness of the advertisement is evaluated through the analysis of Instagram Key Performance Indicators (KPIs) and audience responses. The results indicate that a cinematic visual approach implemented through Instagram Reels is able to increase audience exposure and engagement, while also strengthening Griya Madukara’s brand image as a modern and inclusive ecoprint fashion brand. These findings highlight the strategic role of the director in translating brand values into effective visual communication to enhance brand awareness.