Dima Vashti Athayaa, . (2026) PROSES KREATIF DALAM MENGADAPTASI BRIEF KLIEN MENJADI NASKAH AUDIO VISUAL DI PRODUCTION HOUSE SYNDICATE PADA IKLAN OPPO RENO 15. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the creative process of Syndicate Production House in adapting a client brief into an audio-visual script in the production of the OPPO Reno 15 advertisement. The research employed a qualitative descriptive approach with a case study method. Data were collected through in-depth interviews, observation, and documentation involving three informants directly engaged in the production process: the producer, director, and production assistant. The analysis refers to the creative process stages proposed by Ramadhiani and Adnan, namely knowledge internalization, knowledge articulation, and production execution with new knowledge formation. The findings reveal that the adaptation of the client brief was carried out dynamically through two-way communication, brainstorming, treatment development, and creative negotiation between the internal team and the client. The client brief functioned as a strategic guideline, yet still required creative interpretation to be transformed into a communicative audio-visual script. Creative workers played a crucial role in balancing brand demands, technical limitations, and artistic values. The study concludes that the success of client brief adaptation is determined by the quality of organizational communication, team collaboration, and the creative workers’ ability to transform the brief into a relevant and effective visual concept.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | {No. Panggilan : Dima Vashti Athayaa 2210411281} {Pembimbing : Ratu Nadya Wahyuningratna} {Penguji 1 : Ahmad Zakki Abdullah} {Penguji 2 : Windhi Tia Saputra} |
| Uncontrolled Keywords: | audio-visual script; client brief; creative process; creative workers; advertising production |
| Subjects: | H Social Sciences > HE Transportation and Communications J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | DIMA VASHTI ATHAYAA |
| Date Deposited: | 31 Aug 2026 04:09 |
| Last Modified: | 31 Aug 2026 04:09 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53492 |
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