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《天猫CNY》MG动画——安戈力文化

互联网| 佳片精选 |MG图形动画

—Client / 出品方

天猫

—Project name & type/项目名称&类型

《天猫CNY》MG动画宣传片

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年1月28日

—Production cycle / 制作周期

10 days

1. BACKGROUND PROJECT

TIn an encounter with Tmall, this time it coincides with the Chinese New Year, the arrival of the Year of the Dragon makes the festival atmosphere hot, this time the theme is dragon and food!

在一次与天猫相遇，这次正逢新春，龙年的到来让节日氛围火热了起来，这一次的主题就是龙和美食！

2. STORYBOARD

This time, the animation design adopts "one shot to the end", in the drawing of the illustration, we directly do it with a long picture, the long picture contains more than ten scenes at a time, the animation transition becomes more silky, and the coherence is full!

这次的动画设计采用了“一镜到底”，在插画的绘制上我们直接一张长图搞定，长图上一次包含了十多个场景，动画转场变得更加丝滑，连贯性拉满！

Legend has it that there is a New Year's menu that can open the Year of the Dragon for good luck

It's hidden in a place full of the smell of home

So, the cat embarked on a journey of taste every day......

传说有一份可以开启龙年好运的年味菜单

它就藏在飘满家香味道的地方

于是，猫天天踏上了一场寻味之旅......

Hangcheng New Year's sauce is fragrant

The Shanghai New Year's flavor is sufficient

Fujian New Year's flavor has a good meaning

Cantonese New Year's flavor "good taste"

The Tibetan New Year flavor is crispy and fragrant

Xinjiang New Year's flavor beef and sheep fresh

Huizhou New Year's flavor wax fragrance floats

Sanxiang is spicy and spicy

Beijing New Year's flavor is particularly exquisite

The taste of the Northeast New Year is "stew"

Shandong New Year's flavor "steamed" joy

The taste of Sichuan and Chongqing is prosperous enough

杭城年味酱香浓

海派年味腔调足

福建年味寓意好

广府年味「好惹味」

藏式年味酥香浓

新疆年味牛羊鲜

徽州年味腊香飘

三湘年味辣劲大

北京年味特讲究

东北年味当属「炖」

山东年味「蒸」喜气

川渝年味够红火

The cat pursues it all the way every day

Finally found the menu in the mouth of the dragon

The flavor of the New Year in the menu is reduced to the world

It turned into a long dragon banquet

Chinese fragrant Chinese New Year's Eve dinner

Tmall invites you to eat a banquet

猫天天一路追寻

终于在神龙口中找到了菜单

菜单里的年味降至人间

化成了一席长龙宴

中国家香年夜饭

天猫请你吃龘席

3. CHARACTER SETTING

In terms of design, Chinese red is the main color, and festive red and gold are very easy to soil, so we have put more effort into the selection and structure of the elements, adding various buildings to it, and cooperating with the IP image of Tmall, presenting a different visual effect.

设计方面以中国红为主要颜色，喜庆的红色加上金色非常容易土，所以我们在元素的选择和结构上多下了功夫，将各种建筑加入其中，配合天猫的IP形象，呈现了一个不一样的视觉效果。

4. CAMERA VOICE DESIGN

The story is very simple, starting with a "New Year's menu", showing the food culture of various parts of China, and finally bringing these delicacies together to form a "long dragon"

故事的顺序十分简单，从一个“年味菜单”展开，展现了中国各地的美食文化，最后将这些美食汇聚在一起，成为“长龙”

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划

XIAOLING

—CONCEPTION /元素设计

LEGUAN / YIBIN

—ORIGINALPAINTER /原画师

LEGUAN / YIBIN

—SCENE TEACHER /场景师

LEGUAN / YIBIN

—DIRECTOR /导演

XIAOLIN ZHAO

—PRODUCTION /制片

XIAOLIN ZHAO

—ANIMATOR /动画师

—CHECKER /动检师

—SYNTHESIS /合成

MINHUI ZHOU

—SOUND&MIX /音效/混录/录音

SUNJIAN

—MUSIC /选曲

SUNJIAN

—VOICE ACTOR /配音演员

ZHONGCHENGJIAYIN

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 and Xiamen) 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 than 1148 projects has reached 92.9%, and nearly 50 MG Motion 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。

UGLY is 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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