ANALISIS PROSES PRODUKSI VIDEO IKLAN DIGITAL MELALUI SOSIAL MEDIA PADA PRODUCTION HOUSE MAF VISION

Abstract

The rapid growth of social media has increased the use of digital advertising videos as an effective marketing communication medium. This development requires production houses to create audiovisual content that is not only visually appealing but also supported by a well-organized production process. This study aims to analyze the production process of digital advertising videos distributed through social media at MAF Vision Production house. The research employed a qualitative descriptive approach. Data were collected through interviews, observations, and documentation, and analyzed using the Miles and Huberman data analysis model, which consists of data reduction, data display, and conclusion drawing. The findings indicate that the production process at MAF Vision is carried out through three main stages: pre-production, production, and post-production. The pre-production stage includes concept development, scriptwriting, storyboard preparation, and technical planning. The production stage involves video shooting, lighting arrangement, cinematography, art direction, and team coordination. Meanwhile, the post-production stage consists of video editing, color grading, client revisions, and finalization before the content is published on social media. The study concludes that the successful production of digital advertising videos at MAF Vision is supported by careful planning, effective communication, strong team coordination, and systematic production management, resulting in audiovisual content that meets its communication objectives.