WHAT IS A TVC FILM DIRECTOR by Ipang Wahid
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Transcript of WHAT IS A TVC FILM DIRECTOR by Ipang Wahid
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What is a TV Commercial Film Director?
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“Ada 2 hal utama sebuah iklan dapat menarik perhatian audience:
- Konsep yang cerdas dan menarik- Eksekusi yang baik.
Disinilah peran sutradara iklan televisi dalam mengabungkan kedua hal diatas.”
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“Good concept doesn’t mean good result”
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“Sutradara iklan bertugas untuk men-deliver iklan televisi agar pesan yang ingin disampaikan bisa
ditangkap jelas oleh target audience.
Tentu dengan cara yang kreatif yang memiliki stopping power, memorable dan mampu
menghipnotis audience agar teryakini sehingga bisa menjual produk tanpa terasa jualan”
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“iklan yang baik idealnya harus memiliki keseimbang antara sisi
‘jualan’ dan sisi ‘kreatif’”
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Director’s Treatment
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Apa sih yang ingin dikomunikasikan?
Pesan apa yang ingin disampaikan berdasarkan agency board
Menterjemahkan storyboard kedalam bahasa visual bergerak
Mengolah dan mengembangkan storyboard dari segi storyline, arts, angle, dll
Dibutuhkan kepekaan sutradara terhadap bahasa visual
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Gaya pendekatan apa yang dianggap tepat untuk pesan yang ada di storyboard?
Efektif atau tidaknya sebuah pesan banyak tergantung dari seberapa tepat dan jelinya kita mengambil gaya eksekusi.
Beberapa jenis gaya eksekusi: humor, drama, action, suspense, mtv, vignette.
Membuka diri dan bersikap objeyktif terhadap beberapa pendekatan seraya membandingkan kelebihan dan kekurangannya.
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Apa kemasan yang paling tepat bagi storyboard/storyline ini?
1. Look: seperti namanya, pasti berhubungan dengan aspek visual, yang mana berhubungan dengan penataan artistik, performa pemain (talent), dan sinematografi.
2. Mood: sementara mood, lebih berhubungan dengan musik dan gaya editing. Sebagai contoh, mood untuk sebuah iklan korporat yang cenderung ‘serius’ dan mood iklan produk remaja yang lebih sering ‘fun’ dan disertai humor yang kental.
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“ketepatan dalam memilih kemasan akan
sangat mempengaruhi kesuksesan sebuah
iklan TV dalam mengkomunikasikan
pesannya”
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Apa yang membuat iklan ini memorable?
Tidak semua sutradara memasukan aspek memorability dalam ‘step-by-step treating board’
Fungsi iklan harus mengakomodir sisi kreatif dan sales
Rumus dasar untuk membuat sebuah iklan ‘memorable’ adalah ‘being unique’.
Bisa diolah dari: cerita, dialog (jargon), tagline, musik, talent, property, dll.
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“Agar bisa menghasilkan sebuah TVC yang
brilian, seorang TVC Director harus mampu
membuat treatment eksekusi yang tepat bagi
sebuah konsep kreatif (storyboard/storyline).
Sebuah konsep brilian bisa hancur bila
eksekusinya lemah. Tapi konsep biasa-biasa saja
bisa sangat entertaining dengan eksekusi yang
ciamik.”
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Contoh Kasus:TVC: Gudang Garam - Cahaya Asa
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Contoh Kasus:
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Contoh Kasus:TVC: BNI, Kembangkan Sayap
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Contoh Kasus:
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Contoh Kasus:TVC: Vaseline, Amazing You
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Contoh Kasus:
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Contoh Kasus:TVC: Kapal Api, Climber
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Contoh Kasus:
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Contoh Kasus:TVC: BNI, Cabang Pribadi
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Contoh Kasus:
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Contoh Kasus:TVC: Coca-Cola, Red Truck
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Tips n’ Trik
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Tips n’ Trik1. Memiliki presentation skill yang mumpuni, agar mampu menjual ide eksekusi ke agency & klien.
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Tips n’ Trik1. Memiliki presentation skill yang mumpuni, agar mampu menjual ide eksekusi ke agency & klien.
2. Mampu berbahasa inggris (lisan/tulisan) yang baik, untuk menghadapi banyaknya ekspatriat di industri ini.
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Tips n’ Trik1. Memiliki presentation skill yang mumpuni, agar mampu menjual ide eksekusi ke agency & klien.
2. Mampu berbahasa inggris (lisan/tulisan) yang baik, untuk menghadapi banyaknya ekspatriat di industri ini.
3. Harus menguasai dan memiliki insting+taste yang baik dalam aspek: pengarahan, artistik, sinematografi, musik, editing.
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Tips n’ Trik1. Memiliki presentation skill yang mumpuni, agar mampu menjual ide eksekusi ke agency & klien.
2. Mampu berbahasa inggris (lisan/tulisan) yang baik, untuk menghadapi banyaknya ekspatriat di industri ini.
3. Harus menguasai dan memiliki insting+taste yang baik dalam aspek: pengarahan, artistik, sinematografi, musik, editing.
4. Harus bisa mempertanggungjawabkan secara rasional apapun konsep eksekusi yang dia terapkan
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Tips n’ Trik1. Memiliki presentation skill yang mumpuni, agar mampu menjual ide eksekusi ke agency & klien.
2. Mampu berbahasa inggris (lisan/tulisan) yang baik, untuk menghadapi banyaknya ekspatriat di industri ini.
3. Harus menguasai dan memiliki insting+taste yang baik dalam aspek: pengarahan, artistik, sinematografi, musik, editing.
4. Harus bisa mempertanggungjawabkan secara rasional apapun konsep eksekusi yang dia terapkan
5. Cari reference sebanyak-banyaknya, penuhi pikiran dengan ide-ide segar, selalu analisa kekurangan dan jangan cepat puas.
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IPW’s Reels
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