PERAN ART DIRECTOR DALAM PRODUKSI IKLAN KOMERSIAL PT. BINTANG INDO JAYA SURABAYA DENGAN PRODUK ROTIBOY

This Advertisement Design Describes the role of the Art Director in the production of commercial advertisements for PT. Bintang Indo Jaya Surabaya with Rotiboy products. The Creator's problem focuses on the suboptimal concept and communication strategy of previous advertisements in building the meaning of Rotiboy as part of people's daily activities, despite having a high level of brand awareness and social media reach. The Creator's goal is to produce a visual message that is communicative and in line with the brand's character through the role of the Art Director, so as to strengthen Rotiboy's closeness to the community. The method used is descriptive qualitative through situational analysis, observation, interviews with Rotiboy's HRD, and social media performance analysis. The results of this Advertisement Design show that Generation Z and Millennial purchasing decisions are influenced by the aroma and taste of the product, as well as a preference for short advertisements with a cheerful nuance. The resulting advertisement production is considered effective in strengthening Rotiboy's positioning as part of daily activities, and successfully translating the client's brief into a consistent visual and narrative concept.