PEMBUATAN VIDEO PROMOSI UPAYA MENINGKATKAN BRAND IDENTITY DI HOMIES BURGER’S & ICE CREAM

ABSTRACT
The increasingly competitive culinary business requires every entrepreneur to have an effective promotional strategy to strengthen brand identity. Homies Burger’s & Ice Cream faces challenges such as a less strategic location and limited digital exposure, resulting in low brand recognition. This final project aims to design and produce a promotional video as a visual communication medium to strengthen the brand identity of Homies Burger’s & Ice Cream. The method used includes observation, interviews, and literature study related to promotion, brand identity, and multimedia. The production process consists of three stages: pre-production (research, scriptwriting, and storyboard), production (filming), and post-production (editing using Adobe Premiere Pro and color grading in Adobe After Effects). The final result is a 1-minute 43-second promotional video that showcases the atmosphere, products, and unique characteristics of Homies Burger’s & Ice Cream in an engaging way. The video successfully enhances visual appeal and brand identity on social media. This project concludes that promotional videos can effectively increase brand awareness and serve as a reference for digital promotion development.
Keywords: Promotional Video, Brand Identity, Homies Burger’s & Ice Cream, Digital Marketing

ABSTRAK
Persaingan bisnis kuliner yang semakin ketat menuntut pelaku usaha memiliki strategi promosi yang efektif untuk memperkuat brand identity. Homies Burger’s & Ice Cream menghadapi kendala lokasi yang kurang strategis dan minim eksposur digital, sehingga pengenalan merek belum optimal. Tugas akhir ini bertujuan merancang dan memproduksi video promosi sebagai media komunikasi visual untuk memperkuat brand identity Homies Burger’s & Ice Cream. Metode yang digunakan meliputi observasi, wawancara, dan studi pustaka terkait promosi, brand identity, dan multimedia. Proses produksi mencakup tiga tahap, yaitu pra-produksi (riset, naskah, dan storyboard), produksi (pengambilan gambar), dan pascaproduksi (penyuntingan di Adobe Premiere Pro serta color grading di Adobe After Effects). Hasil akhirnya berupa video promosi berdurasi 1 menit 43 detik yang menampilkan suasana, produk, dan ciri khas Homies Burger’s & Ice Cream secara menarik. Video ini mampu meningkatkan daya tarik visual serta memperkuat identitas merek di media sosial. Kesimpulannya, video promosi efektif meningkatkan brand awareness dan dapat dijadikan referensi untuk pengembangan promosi digital.
Kata Kunci: Video Promosi, Brand Identity, Homies Burger’s & Ice Cream, Pemasaran Digital