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《Stokke CNY》MG动画-安戈力文化

服饰鞋帽| 佳片精选 |MG图形动画

—Client / 出品方

Stokke婴童品牌

—Project name & type/项目名称&类型

Stokke 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4日

—Production cycle / 制作周期

30days

1. BACKGROUND PROJECT

The Stokke brand, well-known in Norway, specializes in producing baby products that are renowned for their simplicity, modernity, functionality, and sustainability. These products are thoughtfully designed to accompany children as they grow up. In the upcoming Year of the Dragon, Stokke has partnered with Angry Birds to create a captivating New Year story set in the world of paper cutting.

Stokke是一个知名的挪威品牌，生产婴幼儿产品，其产品以简约、现代、功能性和可持续性而闻名，旨在陪伴孩子一同成长。在龙年到来之际，携手安戈力讲述剪纸世界里的新年故事。

2. STORYBOARD

When paper cutting meets the New Year, the Chinese New Year flavor comes. The MG animation skillfully integrates paper-cut art, so that the animation presents a distinct Chinese New Year characteristics, but not complicated. Under the collision of traditional culture and modern technology, Stokke animation came into being. Of course, animation design is not just a word, it needs to be connected by link.

当剪纸碰上新年，中国年味就来了。在MG动画中巧妙融入剪纸艺术，使此次动画呈现出鲜明的中国新年特色，但又不繁琐复杂。在传统文化与现代技术的碰撞下，Stokke这支动画便应运而生了。当然动画设计不是简单说说而已，需要通过一环接一环连接起来。

3. CHARACTER SETTING

The zodiac is one of the important traditional Chinese culture, and it is fitting to take it as the main character of the New Year. The illustration teacher uses paper-cut art to design characters according to the personalities of different animals, giving them a three-dimensional vitality, and crossing in front of the audience with full of blessings and good luck.

十二生肖是中国重要传统文化之一，以此作为新春主角再合适不过了。插画老师利用剪纸艺术根据不同动物的性格进行角色设计，赋予了他们立体灵动的生命力，带着满满的祝福与吉祥穿越到观众面前。

4. CAMERA VOICE DESIGN

The Spring Festival short film consists of three consecutive short stories -- the theme of bidding farewell to the old year and welcoming the New Year, the rabbit hunting for the dragon; Dial cloud see dragon, zodiac together; Inspiration is seated, Qi Le Longlong. From a small rabbit to the collection of 12 zodiac signs, the design teacher made many ingenious designs, such as the rabbit kicking off the cloud to form the image of a dragon, and then the dragon appeared, which made the connection of the short film more smooth and natural.

新春短片由三个连续小故事组成——主题分别为辞旧迎新，兔子寻龙；拨云见龙，生肖相聚；灵感入座，齐乐龙龙。从一只小兔子，到十二生肖齐聚，设计老师其中做了很多精巧的设计，比如由兔子踢开云团形成龙的形象，而后龙就显现了，这让短片的衔接更加流畅自然。

Different from the traditional red, blue was chosen as the background color to create a quiet and warm atmosphere. In addition, there are many interesting interactions between the animals, which adds a little spirit to the animation, and the picture is balanced between motion and stillness.

不同于传统贺岁短片的红，选择了蓝作为背景色，营造出一种宁静而温馨的氛围。另外，动物之间有许多有趣的互动，这为动画增添了些许灵动感，画面上的动、静达到平衡。

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

STOKKE

—STORYBOARD /分镜

STOKKE

—MIDDLEPICTURE /中间画

XINGJIA HOU/ZEQI MA

—SCENE TEACHER /场景师

XINGJIA HOU/ZEQI MA

—DIRECTOR /导演

XIAOLIN ZHAO

—PRODUCTION /制片

XIAOLIN ZHAO

—ANIMATOR /动画师

JAIXUN WANG

—CHECKER /动检师

JIAXUN WANG

—SYNTHESIS /合成

JIAXU WANG

—SOUND&MIX /音效/混录/录音

ZHONGHAO JIN

—MUSIC /选曲

ZHONGHAO JIN

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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