CREATIVE PROCESS OF AUDIO-VISUAL ADVERTISEMENTS E-COMMERCE JD.ID BY AMBILHATI AGENCY

• Main Author: Amilia S. Rumahorbo, Karinda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/87433
• Institution: Institut Teknologi Bandung

The development of the creative economy era has driven the growth of the advertising sector in Indonesia, making it one of the industries that significantly contributes to the national economy. As a key element in advertising, creativity plays a crucial role in creating unique, relevant, and innovative campaigns. Ambilhati Agency is a prominent local agency in Indonesia and was named Creative Agency of The Year 2020 by Citra Pariwara. In 2021, one of its latest projects was the JD.id advertisement “#DijaminOri, Ongkirnya Free,” designed to make JD.id stand out and differentiate itself in the highly competitive ecommerce market, where promotional materials often resemble one another. This study analyzes the creative process of designing the JD.id e-commerce advertisement by Ambilhati Agency, aiming to understand the creative processes within the advertising industry in crafting relevant campaigns amidst the increasingly competitive market, particularly the e-commerce sector that has seen growth post-COVID-19 pandemic. The author employs a descriptive-explanatory method to understand specific phenomena and explain the underlying factors. The analysis focuses on Ambilhati Creative Agency, which specializes in creating 360° marketing campaigns or offering comprehensive solutions to clients by addressing all aspects of their communication and marketing needs. Data were collected through in-depth semi-structured interviews with the Ambilhati agency team involved in the JD.id advertisement design process, including the art director and copywriter, and through the analysis of written documents such as the agency's visual presentation deck. The author processes the data using descriptive analysis of Ambilhati's creative process, employing a modified advertising creative process theory, and analyzes this creative process using creativity theories that refer to lateral (divergent) and conventional (convergent) thinking models. This study reveals that Ambilhati Agency's creative process in designing the advertisement's creative ideas involves both lateral (divergent) and conventional (convergent) thinking models to create a more comprehensive approach in solving JD.id's client problems. The lateral and conventional thinking models that emerge in Ambilhati's creative process occur communally and iteratively to create optimal solutions, ultimately resulting in a comprehensive campaign idea for JD.id that considers the client's interests, target audience, competitors, and the technology supporting the advertisement design process.