PENERAPAN TEKNIK EDITING DALAM VIDEO KAMPANYE HARI BUMI BLP BEAUTY

Abstract

Environmental sustainability issues are increasingly becoming a global concern, encouraging various sectors, including the beauty industry, to deliver messages through effective digital media. One of the approaches used is video campaigns, whose success is determined not only by the concept but also by the application of editing techniques. This study aims to analyze the application of editing techniques and to understand how the editing process is carried out in the Earth Day campaign video produced by BLP Beauty. The method used is descriptive qualitative with an analytical approach to editing techniques, including cut away, cut in, L cut, and J cut as well as the stages of the editing process based on the concept of Stages of Editing Process by Bowen (2018). Data were obtained through observation of the video production and editing process as well as literature studies related to the topic. The results show that editing techniques are strategically applied to build continuity, visual rhythm, and emotional coherence, thereby strengthening the persuasive power of the campaign message. In addition, a systematic editing process does not only function as a technical stage but becomes a communication tool that directs audience interpretation of sustainability issues. One of the key indicators of the success of BLP Beauty’s Earth Day campaign video is the editor’s ability to manage audiovisual elements in an integrated and communicative.