Perancangan Motion Graphic sebagai media promosi produk minyak kayu putih cap daun PT Sumi Asih

ABSTRAK
Penelitian tugas akhir ini dilatarbelakangi oleh strategi pemasaran Minyak Kayu
Putih "Cap Daun" milik PT Sumi Asih yang masih konvensional dan belum
menjangkau pasar digital, sehingga kalah bersaing di tengah meningkatnya
respons audiens terhadap konten audio visual dinamis. Tujuan perancangan ini
adalah membuat media promosi berupa video iklan pendek motion graphic
berbasis 2D flat design untuk mengenalkan profil perusahaan, produk, dan
keunggulan kandungan alaminya kepada target audiens berusia 17–40 tahun.
Proses perancangan dilakukan secara sistematis melalui tiga tahapan utama, yaitu
pra-produksi (observasi, wawancara, studi pustaka, mind mapping, dan
storyboard), produksi (pembuatan aset vektor di Adobe Illustrator dan animasi di
Adobe After Effects), serta pasca-produksi (pengeditan audio dan voice over
menggunakan CapCut. Hasil akhir dari penelitian ini adalah satu video utama
motion graphic yang didukung oleh media promosi sekunder seperti poster,
x-banner, stiker, dan merchandise. Media ini diharapkan dapat memperkuat
identitas merek, meningkatkan kesadaran produk secara efektif, serta membantu
perusahaan memperluas jangkauan pasar ke tingkat nasional maupun
internasional.
Kata Kunci: Desain Grafis, Media Promosi, Motion Graphic, Minyak Kayu
Putih, PT Sumi Asih
ABSTRACT
This final project is motivated by the fact that PT Sumi Asih’s marketing strategy
for its “Cap Daun” eucalyptus oil remains conventional and has not yet reached
the digital market, causing it to lose ground to competitors amid the audience’s
growing response to dynamic audiovisual content. The objective of this design
project is to create promotional media in the form of short motion-graphic
advertising videos based on 2D flat design to introduce the company’s profile,
products, and the benefits of its natural ingredients to the target audience aged
17–40. The design process was carried out systematically through three main
stages: pre-production (observation, interviews, literature review, mind mapping,
and storyboarding); production (creation of vector assets in Adobe Illustrator and
animation in Adobe After Effects); and post-production (audio editing and
voice-over using CapCut). The final outcome of this study is a main motion
graphics video supported by secondary promotional materials such as posters,
X-banners, stickers, and merchandise. These materials are expected to strengthen
the brand identity, effectively raise product awareness, and help the company
expand its market reach to both the national and international levels.
Keywords: Graphic Design, Promotional Media, Motion Graphics, Eucalyptus
Oil, PT Sumi Asih.