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《蒙牛学生奶科普》MG动画——安戈力文化

食品饮料| 佳片精选 |MG图形动画

—Client / 出品方

蒙牛乳业

—Project name & type/项目名称&类型

《蒙牛学生奶科普》MG动画

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年4月3日

—Production cycle / 制作周期

14 days

1. BACKGROUND PROJECT

In the vibrant and hopeful campus, there is a super popular celebrity - students drinking milk. It is not just an ordinary glass of milk, but a 'nutrition ambassador' carrying responsibility and mission. The birth of student milk originated from the "Student Milk Drinking Plan" jointly launched by seven national departments in 2000, aimed at improving the problem of uneven dietary intake among Chinese students and safeguarding their healthy growth. Since then, student milk has embarked on a glorious journey of "milk" production, shouldering heavy responsibilities.

在充满活力与希望的校园里，有一位超受欢迎的明星——学生饮用奶。它不仅仅是一杯普通的牛奶，而是承载着责任与使命的“营养使者”。学生奶的诞生，源于2000年国家七部门共同推出的“学生饮用奶计划”，旨在改善我国学生膳食摄入不均的问题，为孩子们的健康成长保驾护航。自那时起，学生奶便开启了它肩负重任、充满光辉的“奶”生旅程。

2. STORYBOARD

The establishment background of students drinking milk is the country's emphasis and concern for students' dietary health. With the improvement of living standards, students' dietary needs are becoming increasingly diverse, but the problem of uneven dietary intake still exists. Therefore, the country has launched the "Student Milk Drinking Plan" aimed at improving students' dietary structure and promoting their healthy growth by providing high-quality and safe milk. The core value of students drinking milk lies in its quality and safety.

学生饮用奶的成立背景，是国家对学生膳食健康的重视与关注。随着生活水平的提高，学生的饮食需求也日益多样化，但膳食摄入不均的问题仍然存在。因此，国家推出了“学生饮用奶计划”，旨在通过提供优质、安全的牛奶，改善学生的膳食结构，促进他们的健康成长。而学生饮用奶的核心价值，则在于其品质与安全。

It comes from an exclusive milk source base certified by the China Dairy Industry Association, with advanced production equipment and processing technology. From the ranch to the desk, every physical examination is precise and accurate, ensuring the freshness, purity, and safety of every drop of milk. This persistent pursuit of quality is the key to winning the love and trust of students when drinking milk.

它来自于中国奶业协会认证的专属奶源基地，拥有先进的生产设备和加工工艺，从牧场到课桌，每一道体检都精确到位，确保每一滴牛奶的新鲜、纯净与安全。这种对品质的执着追求，正是学生饮用奶能够赢得学生喜爱与信赖的关键所在。

3. CHARACTER SETTING

The visual and conceptual design of this MG animation fully showcases the brand tone of students drinking milk. In terms of style, the animation adopts a fresh and lively art style, with bright and vibrant colors that complement the youthful atmosphere of the students. In terms of color matching, milk white is the main color tone, paired with fresh green and blue to create a healthy and natural atmosphere.

此次MG动画的视觉与概念设计，充分展现了学生饮用奶的品牌调性。在风格上，动画采用了清新、活泼的画风，色彩鲜明且富有活力，与学生的青春气息相得益彰。在色彩搭配上，以牛奶的白色为主色调，搭配清新的绿色和蓝色，营造出一种健康、自然的氛围。

At the same time, the element design in the animation is also full of childlike fun and creativity, such as anthropomorphic milk images and vivid and interesting scene depictions, all of which are eye-catching. Through intimate interaction with children, a warm and harmonious atmosphere is created. At the same time, we have cleverly incorporated various campus elements such as desks, playgrounds, libraries, etc., allowing children to feel a strong campus atmosphere while watching the animation, thus being closer to the brand tone and conveying the brand concept and core values of students drinking milk.

同时，动画中的元素设计也充满了童趣与创意，如拟人化的牛奶形象、生动有趣的场景描绘等，都让人眼前一亮，通过与孩子们亲密互动，营造出一种温馨、和谐的氛围。同时，我们还巧妙地融入了各种校园元素，如课桌、操场、图书馆等，让孩子们在观看动画时，能够感受到浓厚的校园氛围，从而更加贴近品牌调性，传达学生饮用奶的品牌理念与核心价值。

4. CAMERA VOICE DESIGN

In terms of camera language, we use various visual expression techniques to enhance the attractiveness and expressiveness of the content. Firstly, by using a focusing technique, the audience's attention is directed towards the image of the student milk, highlighting its leading role. Subsequently, using techniques such as pushing, pulling, and moving the camera, the audience was led to shuttle through various corners of the campus, experiencing the ubiquitous presence of student milk in children's lives.

在镜头语言上，我们运用了多种视觉表达手法，以增强内容的吸引力和表现力。首先，通过聚焦手法，将观众的目光引导至学生奶形象上，突出其主角地位。随后，运用推、拉、移等运镜技巧，带领观众穿梭于校园各个角落，感受学生奶在孩子们生活中的无处不在。

In terms of animation effects, we have adopted smooth and natural motion design, such as the interaction between student milk and children, the production process of products, etc., all presenting a vivid and realistic effect. In addition, we cleverly used techniques such as origami and long shots to present the complex production process and information transmission process in a concise and clear way, allowing the audience to easily understand and remember the core values of the brand.

在动画效果上，我们采用了流畅自然的动作设计，如学生奶与孩子们的互动、产品的生产过程等，都呈现出一种生动、逼真的效果。此外，我们还巧妙地运用了折纸、长镜头等手法，将复杂的生产流程和信息传递过程以简洁明了的方式呈现出来，让观众能够轻松理解并记住品牌的核心价值。

In short, this MG animation successfully presents the brand story, core values, and product advantages of student milk to a wide audience through vivid visual design and clever camera language. It is not only a popular science promotion, but also a touching experience for the soul. Let us all look forward to the contribution of student milk to the healthy growth of more children!

总之，此次MG动画通过生动的视觉设计和巧妙的镜头语言，成功地将学生奶的品牌故事、核心价值以及产品优势呈现给广大观众。它不仅是一次科普宣传，更是一次心灵的触动，让我们共同期待学生奶为更多孩子的健康成长贡献力量！

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

WEIDONG ZHA

—ORIGINALPAINTER /原画师

XINJIA HOU / YANG HU

LEGUAN CHEN

—SCENE TEACHER /场景师

XINJIA HOU

LEGUAN CHEN / YANG HU

—COLOR SETTING /色定

XINJIA HOU

—DIRECTOR /导演

WEIDONG ZHA

—PRODUCTION /制片

WEIDONG ZHA

—ANIMATOR /动画师

M / YUROU / WENFEN

—CHECKER /动检师

WEIDONG ZHA / M

—SYNTHESIS /合成

WEN FEN

—SOUND&MIX /音效/混录/录音

YUROU

—MUSIC /选曲

WEIDONG ZHA

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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