The Role Of A Creative Director In Increasing Brand Awareness Through Commercial Video Advertising For Chicago Fried Chicken
Abstrak
This research investigates the role of a Creative Director in increasing brand awareness through the development of a
commercial video advertisement for Chicago Fried Chicken. The study aims to address the challenges faced by local
brands in the highly competitive food and beverage (F&B) industry. Using an innovative storytelling approach, the
research integrates visual elements, narrative techniques, and communication strategies to evoke emotional impact
and improve audience engagement. The advertisement was tailored for digital platforms, particularly YouTube, to
target lower-middle-class consumers, emphasizing product advantages to enhance recognition and attract new
customers. The findings highlight the critical role of a Creative Director in conceptualizing and delivering compelling
brand storytelling to communicate effectively with the audience and achieve the desired marketing objectives.
Keywords: Creative Director, Brand Awareness, Commercial Video, Storytelling, Chicago Fried Chicken.
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