Visual Strategy of Commercial Photography in the Promotion and Cultural Preservation of Koto Gadang Silver Heritage “Silver Work Leo”

Septia Rahmatul Khairani; Dira Herawati

doi:10.58526/jsret.v5i1.1019

Authors

Septia Rahmatul Khairani Institut Seni Indonesia Padangpanjang
Dira Herawati Insititut Seni Indonesia Padangpanjang

DOI:

https://doi.org/10.58526/jsret.v5i1.1019

Keywords:

commercial photography, koto gadang silver, silver work leo, filigree, cultural heritage

Abstract

Silver craftsmanship of koto gadang is a minangkabau cultural heritage with high aesthetic, historical, and
cultural value, developing since the nineteenth century through the distinctive filigree technique. Silver
work leo, established in 1986, plays a role in maintaining the continuity of this silver craft tradition. After
the covid-19 pandemic, reputation and sales declined due to decreased tourist visits and insufficient visual
promotion strategies. This condition indicates the need to renew promotional media through a more
professional visual approach. This creation-based research aims to produce commercial photography that
visualizes silver work leo silver products in an informative, aesthetic, and marketable manner. The creation
process involved outdoor photoshoots using models wearing silver work leo jewelry and baju kuruang to
represent koto gadang cultural identity. Commercial photography functions as a medium to image through
composition and lighting, supporting promotion and preservation.

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