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《亚马逊Prime Day》MG动画——安戈力文化

影视广告| 佳片精选 |二维动画|MG图形动画

—Client/出品方

亚马逊

—Project name & type/项目名称&类型

亚马逊Prime DayMG动画宣传片

—Production House /制作方

UGLY/安戈力

—Production Date/产出时间

2023年7月8日

—Production cycle /制作周期

15 days

1.BACKGROUNDPROJECT

Amazon Prime Day refers to a promotional event held by Amazon on a specific date, also known as Amazon Prime Day. This event is a global shopping festival specifically designed for Amazon Prime members, typically held in July each year and lasting for 24 hours. During Amazon membership days, Prime members can enjoy various promotions, flash sales, and discounts, with discounts even exceeding the Black Five. These promotional activities cover a variety of products, including electronic products, home furnishings, books, and more.

亚马逊会员日是指亚马逊在特定日期举行的促销活动，也称为亚马逊Prime Day。该活动是专为亚马逊Prime会员推出的全球范围购物节，通常在每年的7月份举行，为期24小时。在亚马逊会员日期间，Prime会员可以享受各种促销、秒杀、打折的优惠活动，折扣力度甚至超过“黑五”。这些优惠活动涵盖了各种商品，包括电子产品、家居用品、图书等。

Because time is limited to only one day, timeliness has become a top priority.

因为时间仅限一天，时效性便成为了重中之重的一件事。

2.STORYBOARD

How to deliver requirements to users within a certain period of time is crucial. The advantage of MG animation is that it is intuitive and easy to understand. Presenting the activity process, steps, and key points in an intuitive and vivid way can better adapt to people's visual habits and improve the efficiency of communication.

如何在段时间内将需求传递给用户，方式很重要。MG动画的优势是——直观易懂。以直观、生动的方式呈现活动流程、步骤和要点，能更好地适应人们的视觉习惯，提高传递的效率。

In this project, while using animation production, we tend to focus on nonsensical and exaggerated storylines in the overall plot design, amplifying the humorous elements of the animation, increasing the viewing experience for the audience and improving the efficiency of information transmission.

这一次的项目制作，我们使用动画制作的同时，在整体剧情设计上偏向于无厘头、夸张的故事情节，将动画的幽默元素放大，观众在看的同时增加了观赏体验，提升信息传达的效率。

3.CHARACTER SETTING

Based on the plot, we have designed three character designs, namely Santa Claus, Cowherd, and Scholar. In the promotion of the plot, the role of animated characters is essential. By depicting characters with exaggerated and delicate expressions, as well as designing smooth and vivid movements, the emotional expression of characters is more likely to resonate with the audience, greatly enhancing their infectiousness.

根据剧情我们设计了三款人物造型，分别是圣诞老人、牛郎、书生，在剧情的推动中，动画人物的作用是必不可少。通过对人物夸张、细腻的表情刻画，以及流畅、生动的动作设计，人物的情感表达更容易与观众产生共鸣，感染力起到很大的增强。

4.SPECIAL EFFECTS

This film is divided into three parts and tells three stories - the Cowherd and Weaver Girl are late for their meeting, Santa Claus cannot get gifts into the chimney, and the scholar goes to Beijing to take an exam but takes the wrong path, resulting in missing out on a good opportunity. Through the interpretation of three traditional Chinese stories, the concept of Amazon Prime Day being limited to one day once a year is conveyed.

本片分为三个部分，分别讲述了三个故事——牛郎织女相会迟到、圣诞老人送礼物进不了烟囱、书生进京赶考却走错路，导致错失良机。通过三个中国传统故事的演绎，将一年一次的亚马逊Prime Day仅限一天的理念传达出来。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

The connection between the three stories is also a response to the theme. By repeatedly mentioning, while the audience smiles after watching the plot, the selling points and stories have a strong stickiness, constantly echoing the theme and enhancing memory points.

三个故事的连接处都同样是对主题的呼应，通过反复地提及，在观众看完剧情开怀一笑的同时电题，卖点与故事产生强黏性，不断地呼应主题，增强记忆点。

The line drawing shows the effect separately

线稿图单独展示效果

Comparison of line draft and scene display

线稿与场景展示对比效果

5.SPECIAL EFFECTS
6.SPECIAL EFFECTS
7.ON SITE

8.HD WALLPAPERS

—SCRIPTWRITER /编剧&策划

BEIJINGNAISIDEGUANGGAO

—STORYBOARD /分镜

XIANSHENGQIANGXIXIJIANG

—CONCEPTION /元素设计

SILIYIBINLIN

—SCENE TEACHER /场景师

SHIJIUHUA

—COLOR SETTING /色定

XIXIJIANG

—DIRECTOR /导演

SHUIZHI YIN

—PRODUCTION /制片

SISSI

—ANIMATOR /动画师

JIAXUWANGWENFENGCHEN

—SPECIAL EFFECT /特效师

M PENG WANG

—CHECKER /动检师

—SYNTHESIS /合成

YUROUCHENHONGHE

—SOUND&MIX /音效/混录/录音

JIANSUN

—VOICE ACTOR /配音演员

9.UGLY INTRODUCTION

中国蕞丑的一家MG动画公司——（UGLY），专门服务国内广告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作过程中以耿直、宅心仁厚的特点深受合作伙伴的热捧及引荐，迅速在业界打开名声。

UGLY, the ugliest Motion Graphics company in China, specializes in serving the domestic advertising peers, agents, 4A, Party A, Party B、Party C or Party D companies. In the process of cooperation, it was highly praised and recommended by partners with its honest and kind-hearted characteristics, and quickly opened its reputation in the industry.

自2014年成立至今，（上海、厦门）拥有在职技术性专业人才97位，全国居家办公370多位；运用AE、C4D、逐帧、代码等高技术手段制作前沿风格MG动画作品，服务1148个项目准时交付率高达92.9%，每月可以同步进行近 50 条MG动画生产线，服务的品牌项目既有众多耳熟能详的大品牌也有初创及小众品牌，属于名副其实的动画代理源头厂家。

Since its establishment in 2014, UGLY (In Shanghai andXiamen) has 97 in-service technical professionals and more than 370 domestic office workers nationwide; Using high-tech means such as AE, C4D, frame-by-frame code and other high-tech methods to produce cutting-edge style MG animation works.The on-time delivery rate of more than1148 projectshas reached92.9%, and nearly50 MGMotion Graphics production lines can be synchronized every month. The brand projects served include many well-known brands as well as start-ups and niche brands, which are worthy of the name of the animation agency source manufacturer.

取名于英文单词UGLY（丑英译），公司Slogan“丑从未如此艺术”，现业界的评价：MG动画=安戈力，安戈力=MG动画，已形成行业符号，提到国内MG动画基地，你会想起安戈力。

UGLYis named after the English word UGLY (Ugly English translation). The company Slogan "Ugly has never been so artistic". Now the industry's evaluation: MG animation=UGLY, UGLY=MG animation, has formed an industry symbol. When you mention the domestic MG animation base, you will think of UGLY.

©UGLY安戈力

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