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《福州年，最有福》实拍结合MG动画——安戈力文化

影视广告| 佳片精选 |城市国家宣传片|MG图形动画

—Client / 出品方

冶城集团

—Project name & type/项目名称&类型

《福州年，最有福》实拍结合MG动画

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年02月29日

—Production cycle / 制作周期

13天

1. BACKGROUND PROJECT

At the coming of Yuanxiao (Filled round balls made of glutinous rice-flour for Lantern Festival), Yecheng Group adheres to the original intention of being united with Fuzhou's construction and development, and actively building a blessed state. I wish you all a happy New Year with good luck in mouth, ears, eyes, body and heart!

在元宵来临之际，冶城集团秉持与福州建设发展同心，积极建设有福之州的初心恭祝大家新年集齐口福、耳福、眼福、身福、心福，福气满满过大年！

2. STORYBOARD

With the cheerful ancient rhyme of folk music, this film starts from Fu Ruilong, the mascot of the the Year of the Loong in Fujian Province, who holds a "paintbrush" in hand, and leads the audience to an audio-visual feast with the narrative clue of "skillfully drawing a picture of Yuanxiao (Filled round balls made of glutinous rice-flour for Lantern Festival) in Spring Festival, and Fuzhou sends blessings to thousands of families".

伴着民俗音乐的欢快古韵，本片从手握“画笔”的福建省龙年吉祥物福瑞龙出发，以“巧画元宵闹春图，福州送福到万家”为叙述线索，引领观众踏上一场视听盛宴。

The film uses a shuttle perspective to lead the audience to experience the thriving development of representative locations in Fuzhou, such as Shangxiahang, Sanfang Qixiang, Liuhuaxi, Dongjiekou, Cangxia New City, Minjiang Heart, Yantai Mountain, etc., and cleverly incorporates MG animation in the actual shooting, adding a strong sense of nostalgia to the film.

影片采用穿梭视角，带领观众体验福州代表性地点的蓬勃发展，如上下行、三方七翔、六花溪、东街口、苍夏新城、闽江之心、烟台山等，并巧妙地将MG动画融入实际拍摄中，为影片增添了浓厚的怀旧感。

3. CHARACTER SETTING

Fu Ruilong, the mascot of the the Year of the Loong in Fujian Province, is undoubtedly the best New Year hero in this the Year of the Loong Spring Festival! At the beginning of the film, it unfolds in the millennium old city of Yeshan Spring and Autumn Garden, using the narrative thread of Fu Ruilong holding a magical paintbrush falling from the sky as the female protagonist realizes her Five Blessings wishes, cleverly cutting into the theme.

福建省龙年吉祥物福瑞龙，无疑是本次龙年新春的最佳拜年主角！影片伊始在千年古城冶山春秋园展开，以福瑞龙手握法力画笔从天而降为女主角实现五福愿望为叙述线索，巧妙切入主题。

In terms of setting, Fu Ruilong's writing not only highlights its unique auspicious meaning, but also metaphorically represents the important identity of Yecheng Group as an urban builder and planner. Using the perspective of Fu Ruilong's painting blessings for Fuzhou, vividly showcasing the technological, intelligent, and sustainable development of Fuzhou city in terms of conception; In terms of perspective, it is not satisfied with traditional flat shooting records, but instead uses bold and jumping shuttle perspectives to smoothly switch between different scenes, providing the audience with a focused visual experience; Using vivid MG animations on the screen to add a New Year atmosphere to the film, while also presenting the audience with full blessings and auspicious meanings;

在设定上福瑞龙执笔不仅彰显了其独特的吉祥寓意，更隐喻了冶城集团作为城市建造师和规划师的重要身份。在立意上利用福瑞龙为福州谱画祝福的视角生动展现福州城市发展的科技化、智慧化与持续化；在视角上不满足于传统的平拍记录，而是使用大胆跳脱的穿梭视角，丝滑完成各场景之间的切换，带给观众耳目一新的观感体验；在画面上利用生动的MG动画为影片增加新年氛围，同时也为观众呈现了满满祝福与吉祥寓意；

In addition, the ancient name of Minyue Guoye City in the Han Dynasty, the protagonist's Hanfu cross dressing, the ancient buildings of Sanfang Qixiang, and the refreshing traditional tunes such as guzheng and pipa, as well as the sound effects of street snacks, complement each other in the film. In a relaxed and joyful rhythm, it immerses the audience in showcasing the rich historical charm of Fuzhou.

此外影片中汉代闽越国冶城的古称、主角的汉服变装、三坊七巷等古厝建筑与令人耳目一新的古筝琵琶等传统古调和市井小吃叫卖音效相得益彰，在轻松欢乐的节奏中，为观众沉浸式展现福州浓厚的历史风韵。

4. CAMERA VOICE DESIGN

The plot development of the entire film revolves around the whereabouts of the New Year's protagonist "Furi Long".

全片的剧情发展围绕拜年主角“福瑞龙”的行踪铺陈开来。

At the beginning, the girl's Five Blessings Wish is used as an introduction, cleverly introducing the scene of "Furi Long" appearing to send blessings, laying a peaceful and cheerful tone for the film; Subsequently, the middle section combines the first and third perspectives of the "Furui Dragon" shuttle to showcase the unique charm of representative locations in Fuzhou, such as Shangxiahang, Sanfang Qixiang, Liuhuaxi, Dongjiekou, and Cangxia New City; In the middle and later stages, MG animation is used to naturally transition the timeline from day to night in the heart of Minjiang, taking the audience to appreciate the bustling night scenes of Jasmine Street and Yantai Mountain in the bustling area, bringing the rhythm of the film to a climax; The ending naturally ends with an empty mirror that swings to the sky to create fireworks.

开篇由女孩的五福许愿为引子，巧妙引出“福瑞龙”现身送福的场景，为影片奠定祥和欢快的基调；随后中段以“福瑞龙”穿梭的第一视角与第三视角相结合展现上下杭、三坊七巷、流花溪、东街口、苍霞新城等福州代表地点的独特魅力；中后段在闽江之心利用MG动画自然实现白天到黑夜的时间线过渡，带观众领略繁华地段茉莉大街与烟台山的热闹年味夜景，把影片节奏带到高潮；结尾采用摇镜转到天空做烟花绽放的空镜自然收尾。

The overall use of diverse camera language and sound design not only presents the atmosphere of the Chinese New Year, but also showcases the historical and cultural heritage of Fuzhou and the brilliant achievements of urban construction, expressing Yecheng Group's firm belief in respecting history, focusing on the present, and building the future together.

总体采用多样化的镜头语言与音效设计既呈现新春氛围又展现福州历史文化底蕴与城市建设的辉煌成果，表达冶城集团尊重历史、专注当下、共筑未来的坚定信念。

The line drawing shows the effect separately

线稿图单独展示效果

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

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

—DIRECTOR /导演

HAIQUAN LU

—PRODUCTION /制片

YAOZHOU YU

—ONORIGINAL PAINTER /摄影

HAIQUAN LU

—CONCEPTION /美术

ZEQI MA/XINGJIA HOU

—ANIMATOR /剪辑

YAOZHOU YU

—SYNTHESIS /合成

YAOZHOU YU/LIN MA

MINHUI ZHOU

—SOUND&MIX /音效/混录/录音

FENG CAO

—MUSIC /选曲

FENG CAO

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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