Zenith Graff Promotional Video

Abstract

Zenith Graff is an independent business engaged in graffiti art and the provision of its supplies, and is recognized as the first graffiti store in the city of Padang. This business was established due to the limited availability of graffiti supplies in Padang, enabling graffiti artists (commonly known as "writers") to meet their needs without having to travel outside the city. However, the main issue is the absence of a promotional medium for Zenith Graff, resulting in its presence not being strongly established. The design method used is the 4D model, consisting of four stages: the first is Define, which identifies the main object of the design; the second is Design, which determines the plan for the highlight video media; the third is Develop, which focuses on developing promotional strategies; and the fourth is Disseminate, which involves testing the media with the target audience. The data used in this project was obtained through environmental observation in the city of Padang, as well as direct interviews with the owner of Zenith Graff to gather information about the business, and interviews with target audiences who are interested in graffiti activities in Padang to gain insight from active practitioners. In addition, documentation was carried out at several spots in the city and through observation of written documents, images, and digital materials. The final product is a promotional highlight video, designed based on promotional theory as a reference for applying the principles of digital media promotion. This promotional work emphasizes the products available at Zenith Graff and showcases their use in action as a representation of street art.