PERAN DIRECTOR OF PHOTOGRAPHY DALAM PEMBUATAN IKLAN KOMERSIAL PRODUK ECOPRINT GRIYA MADUKARA UNTUK MENINGKATKAN BRAND AWARENESS

Muhammad Sandyta Prakusya. NIM. 202110040311385. The Role of the Director of Photography in the Production of a Commercial Advertisement for Griya Madukara's Ecoprint Product to Enhance Brand Awareness. Final Project in Client-Centered Strategy and Advertising Production.
This Final Project aims to enhance the brand awareness of Griya Madukara, a local brand producing ecoprint clothing with an environmentally friendly approach. The primary challenges faced were the low level of brand awareness among the public and the prevailing stigma that ecoprint products are only intended for certain demographics. As the Director of Photography (DoP), this project focused on implementing visual communication strategies through cinematographic techniques, including color tone selection, lighting, and framing, in order to construct an aesthetic and contemporary atmosphere. The creator employed an applicative method comprising several stages — pre-production, production, and post-production — supported by research on the client, competitors, and target audience. The results demonstrated that the commercial advertisement, supplemented by four additional content pieces (Reels and Carousels), successfully captured the attention of the target audience, particularly Generation Z. Quantitatively, the main advertisement reached 9,698 impressions with a 2,492% increase in account reach, surpassing the initial targets set. Qualitatively, the DoP's visual approach successfully repositioned the image of ecoprint from a traditional impression to a wearable and unisex fashion style. In conclusion, the strategic role of the DoP in managing visual elements proved crucial in translating the product's sustainability values into a visual language capable of building emotional connections with younger audiences and strengthening brand identity in a competitive market.