VISUALISASI KARAKTER PARFUM FORDIVE ATLANTIS MELALUI FOTOGRAFI KOMERSIAL MENGGUNAKAN THREE POINT LIGHTING

ABSTRAK
Perkembangan industri parfum lokal di Indonesia mendorong setiap merek untuk
menghadirkan strategi promosi yang mampu menarik perhatian konsumen, salah satunya
melalui fotografi komersial. Fordive Atlantis merupakan parfum lokal dengan karakter aroma
aquatic yang memberikan kesan segar, maskulin, dan elegan, namun karakter tersebut belum
sepenuhnya tersampaikan melalui tampilan kemasan produk. Karya tugas akhir ini bertujuan
memvisualisasikan karakter parfum Fordive Atlantis menggunakan teknik three point lighting.
Metode penciptaan karya meliputi tahap pra-produksi, produksi, dan pasca-produksi. Produksi
dilakukan dengan menerapkan key light, fill light, dan back light untuk menghasilkan
pencahayaan yang seimbang, sedangkan pasca-produksi dilakukan melalui seleksi foto,
koreksi warna, dan retouching. Hasil karya berupa lima belas foto komersial yang
menampilkan karakter kesegaran, kemewahan, aquatic, tropis, dan maskulin. Penerapan teknik
three point lighting mampu memperjelas detail dan dimensi produk, mengurangi bayangan,
meningkatkan nilai estetika, serta memperkuat identitas visual dan daya tarik komersial parfum
Fordive Atlantis.
Kata kunci: fotografi komersial, fotografi produk, parfum, three point lighting, visualisasi.
ABSTRACT
The growth of Indonesia's local perfume industry encourages brands to develop promotional
strategies that attract consumers, one of which is commercial photography as an effective
visual communication medium. Fordive Atlantis is a local perfume with an aquatic fragrance
character that conveys freshness, masculinity, and elegance. However, these characteristics
cannot be fully represented through the product packaging alone, making a more compelling
visual representation necessary. This final project aims to visualize the character of Fordive
Atlantis through commercial photography using the three-point lighting technique. The
creative process consisted of pre-production, production, and post-production stages. During
production, key light, fill light, and back light were applied to achieve balanced lighting, while
post-production included photo selection, color correction, and retouching. The final work
consists of fifteen commercial photographs that represent the perfume's fresh, luxurious,
aquatic, tropical, and masculine characteristics. The implementation of the three-point lighting
technique successfully enhanced product details and dimensions, minimized unwanted
shadows, improved aesthetic value, and strengthened the visual identity and commercial
appeal of Fordive Atlantis.
Keywords: commercial photography, product photography, perfume, three-point lighting,
visualization.