VISUALISASI KOMERSIAL BUSANA TRADISIONAL KONTEMPORER BRAND SAMAR

Brand Samar sebagai penyedia busana tradisional kontemporer memerlukan media promosi visual sehingga karya ini menerapkan fotografi komersial dengan teknik three point lighting dan konsep klasik modern. Proses penciptaan karya dilakukan melalui metode observasi, wawancara, dan studi pustaka sebagai dasar pengembangan konsep visual. Tahapan pelaksanaan meliputi praproduksi, produksi, dan pascaproduksi hingga menghasilkan 15 karya fotografi komersial. Penerapan three point lighting mampu menampilkan dimensi, detail, dan karakter busana secara optimal. Konsep klasik modern yang didukung pemilihan properti dan komposisi menghasilkan visual yang sesuai dengan identitas brand Samar. Kelima belas karya yang dihasilkan berfungsi sebagai media promosi sekaligus memperkenalkan busana tradisional kontemporer kepada masyarakat. Dengan demikian, penerapan teknik three point lighting dalam fotografi komersial efektif menghasilkan media visual yang mampu memperkuat identitas brand Samar.

Kata Kunci : Fotografi Komersial, Busana Tradisional Kontemporer, Brand Samar, Three Point Lighting, Klasik Modern.

Samar, a contemporary traditional fashion brand, requires visual promotional media; therefore, this project applies commercial photography using the three-point lighting technique and a classic-modern concept. The creative process was carried out through observation, interviews, and literature review as the foundation for developing the visual concept. The implementation consisted of pre-production, production, and post-production stages, resulting in 15 commercial photography works. The application of the three-point lighting technique successfully enhanced the dimension, detail, and character of the garments. The classic-modern concept, supported by the selection of props and composition, produced visuals that reflect Samar's brand identity. The fifteen photographic works serve as promotional media while introducing contemporary traditional fashion to the public. Therefore, the application of the three-point lighting technique in commercial photography proved effective in producing visual media that strengthens Samar's brand identity.

Keywords : Commercial Photography, Contemporary Traditional Fashion, Samar Brand, Three-Point Lighting, Classic-Modern.