IMPLEMENTASI TEORI STAGES OF CREATIVITY DALAM PENYUTRADARAAN VIDEO BRAND GENERATED CONTENT AKUN TIKTOK @KITA_KELANA

Abstract

The evolution of digital marketing has prompted brands to adopt communication strategies that align more closely with the behaviors of contemporary digital audiences, particularly Gen Z. This project explores a storytelling-based Brand-Generated Content (BGC) strategy through the TikTok account @kita_kelana, serving as a brand communication medium for Susu Mbok Darmi. It also incorporates Graham Wallas’ (1926) Stages of Creativity theory in the creative direction process of content production. A practice-based research method with a qualitative descriptive approach was employed, involving direct participation in the pre-production, production and post-production phases. The content was developed around the concept of "wandering," symbolizing both physical and emotional journeys to foster brand usage and association, suggesting that milk products can be consumed anytime and anywhere. The project's innovation was further realized through the application of Artificial Intelligence (AI) technology in storyboard creation during the pre-production stage, enhancing scene visualization efficiency. The findings of this study suggest that experience-based storytelling combined with cinematic visuals can constitute a more natural, emotional, and relevant brand communication strategy for TikTok audiences, particularly Generation Z.