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《中国移动新春》实拍结合动画——安戈力文化

通讯设备| 佳片精选 |产品宣传片

—Client / 出品方

中国移动

—Project name & type/项目名称&类型

《中国移动新春》实拍结合动画

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年2月5日

—Production cycle / 制作周期

45 days

1. BACKGROUND PROJECT

During the Spring Festival, people across the country prepare to welcome the new year. Every household decorates with lanterns and banners, and both cities and villages are filled with a festive atmosphere. On this special occasion, China Mobile launched a New Year special promotion—the Privilege Supermarket Promotion. During the promotion period, users can purchase supermarket membership, food membership, and movie membership for just 1 yuan, enjoying a series of super-valued offers.

春节期间，全国各地的人们都在为迎接新的一年做准备，家家户户张灯结彩，城市乡村都充满了节日的气息。在这个特别的日子里，中国移动推出了新春特别活动——权益超市优惠活动。活动期间，用户只需1元即可购买到商超会员、美食会员和观影会员，享受一系列超值优惠。

China Mobile also hopes to convey warmth and blessings through a series of animated shorts, ensuring that everyone using China Mobile services feels the care and support from the brand.

中国移动也希望通过一系列动画短片传递出温暖与祝福的信息，让每个使用中国移动服务的人都能感受到来自品牌的关怀与持。

2. STORYBOARD

In the animated shorts of China Mobile's New Year series, we tell three small stories demonstrating how the China Mobile App Privilege Supermarket brings benefits and joy to users during the Year of the Dragon Spring Festival. Whether it's shopping, dining, or watching movies, the Privilege Supermarket offers a 1-yuan purchase promotion, allowing every user to feel the joy of celebrating the New Year.

在本次的中国移动新春系列的动画中，我们用三个小故事展示了中国移动App权益超市如何在龙年春节期间为用户带去实惠与欢乐。无论是购物、美食还是观影，权益超市都提供了一元购的优惠活动，让每一位用户都能感受到“过大年”的喜悦。

Mom gave me such a tight budget.

老妈给的预算太少了

But in the Year of the Dragon, make a grand gesture—celebrate the New Year with China Mobile! Visit China Mobile's Privilege Supermarket to subscribe to supermarket membership, and the ultimate shopper 「Dragon」 makes a grand entrance!

龙年大气出手，移动陪你过大年！上中国移动权益超市，订购商超会员，最强买手「龍」重出场！

This budget is still too tight.

这也太少了

In the Year of the Dragon, indulge in great feasts—celebrate the New Year with China Mobile! Visit China Mobile's Privilege Supermarket to subscribe to food membership, and savor delicious meals that make you unable to stop 「Dragon」ing!

龙年大饱口福，移动陪你过大年！上中国移动权益超市，订购美食会员，享尽美味合不「龍」嘴！听说这是一条新春大片.....

I hear this is a major New Year feature... In the Year of the Dragon, open your eyes to wonders—celebrate the New Year with China Mobile! Visit China Mobile's Privilege Supermarket to subscribe to movie membership, and enjoy endless entertainment together 「Dragon」「Dragon」ly! Celebrate the New Year with China Mobile's Privilege Supermarket, where 「Dragon」s bring luck and plenty of fun! Live Better, Choose China Mobile App.

龙年大开眼界，移动陪你过大年！上中国移动权益超市，订购观影会员，精彩不停齐乐「龍」「龍」！上中国移动权益超市过大年，龍行大运大有可玩！会生活，到中国移动APP

Take a look, I got the best possible fortune!

With dragons soaring to herald the spring, China Mobile sends blessings. Go to the China Mobile app and search for "New Year's RedEnvelope" to participate in the New Year's Fortune Drawing event. You'll have the chance to win data vouchers, phone credit vouchers, and more. The top prize is a 100 RMB phone credit voucher. Users can draw once daily, and performing tasks grants additional drawing opportunities.

快看，我的上上签龙腾贺春，移动送福。上中国移动app，搜索“新春开门红”参与新年抽签活动，就有机会获得流量券、话费券等，至高可抽100元话费券，每日用户进入，可抽一次新年签，做任务还有更多抽签机会。

Go to the China Mobile app, where every draw is the best possible fortune; every draw means savings! Live Better, Choose China Mobile App.This message encourages users to participate in the festive activities offered by China Mobile, emphasizing the potential rewards and the daily chance to get lucky, reinforcing the brand's positioning as a part of a better lifestyle.

上中国移动app，每抽都是上上签，抽到就是赚到！会生活，到中国移动APP

Why isn't my lantern lighting up?

Why make it so complicated, just one click and it lights up!With dragons soaring to herald the spring, China Mobile sends blessings! Go to the China Mobile app and participate in the game to light up the Lucky Lanterns, unlocking numerous red envelope gifts!Go to the China Mobile app, where one click gives you gifts, making festivals even more enjoyable! Live Better, Choose China Mobile App.This snippet suggests a simple solution to the problem of a lantern not lighting up, metaphorically implying that using the China Mobile app makes things easy and brings joy and rewards, aligning with the festive spirit.

我的灯笼怎么不亮呢？

何必这么麻烦，一点就亮了！龙腾贺春，移动送福！上中国移动APP，参与游戏点亮福运灯笼，开启超多红包好礼！上中国移动APP，一点就有礼，过节更有戏！会生活，到中国移动APP

3. CHARACTER SETTING

In the plot setup, we start with the magical journey of supermarket membership, telling the story of a girl who, due to a limited budget, can only pick mini-sized items in a regular supermarket. But after using the China Mobile App's Privilege Supermarket feature, her items suddenly grow larger, and her shopping cart is filled with various gift packages, leaving her amazed. Next, we have the pleasant surprise of dining, telling the story of a boy at home expecting a hearty delivery meal, only to receive a few mini dumplings. Just as he feels disappointed, the dumplings instantly become larger thanks to the China Mobile App's Privilege Supermarket promotion, satisfying his appetite. Lastly, we share the magical experience of movie membership, telling the story of a family of three preparing to enjoy a blockbuster film for the New Year, only to encounter a small screen issue. After using the China Mobile App's Privilege Supermarket movie membership feature, the screen not only enlarges but also displays surprising special effects, making the viewing experience more spectacular.

在情节设定上，首先以商超会员的奇妙之旅，讲述在一个普通的超市里，一名女生因为预算有限，只能挑选一些迷你装的商品。但当她使用了中国移动App的权益超市功能后，手里的商品突然变大，购物车里也充满了各种大礼包，让她感叹不已。其次，以美食的意外之喜，讲述在家中的男生，期待着一份丰盛的外卖，却收到了几颗迷你水饺。正当他感到失望的时候，通过中国移动App的权益超市活动，他所订的水饺瞬间变大，满足了他的胃口。最后以观影会员的神奇体验，讲述了一家三口正准备享受一部新春大片，却遇到了屏幕过小的问题。在使用了中国移动App的权益超市观影会员功能后，屏幕不仅变大，还出现了令人惊喜的特效，让观影体验变得更为震撼。

Through these three stories, we demonstrate how the China Mobile App adds color to users' lives through the Privilege Supermarket promotion, making everyone's Spring Festival more flavorful. It also reflects China Mobile's slogan: Live Better, Choose China Mobile.

通过这三个故事展示了中国移动App如何通过权益超市活动为用户的生活增添色彩，让每个人的春节都过得更有滋味，同时也体现出中国移动的slogan：会生活，到中国移动.

4. CAMERA VOICE DESIGN

To better showcase the promotion of the China Mobile App's Privilege Supermarket in the animation, we employ close-up shots, such as the girl's expression of helplessness when choosing mini-sized products while shopping. We also use push-pull and wide-angle lenses to enhance the visual effects, helping the audience better understand the storyline. Moreover, the visual effects emphasize the surprises and joys brought by the promotion.

为了在动画中更好地展示中国移动App权益超市的优惠活动，通过特写镜头比如：女生在超市购物时无奈地选择迷你装商品的表情。还有推拉镜头和广角镜头这些镜头设计来强化视觉效果，帮助观众更好地理解故事情节，而且通过视觉效果强化了活动带来的惊喜和乐趣。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

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

HANGZHOUTAIDU

—STORYBOARD /分镜

HANGZHOUTAIDU

—SCENE TEACHER /场景师

LISI/WANGTING LI

QIANGYUN YOU

HANGYUE

—DIRECTOR /导演

JQ SCARLETTER

—PRODUCTION /制片

YUXIN LIU

—ANIMATOR /动画师

M/YUROU CHEN/HONG HE/QIAN HUANG

—SPECIAL EFFECT /特效师

M PENG WANG

—CHECKER /动检师

WEIDONG ZHA M

—EDITING /剪辑

HANGZHOUTAIDU

—SYNTHESIS /合成

HANGZHOUTAIDU

—SOUND&MIX /音效/混录/录音

HANGZHOUTAIDU

—MUSIC /选曲

HANGZHOUTAIDU

—VOICE ACTOR /配音演员

HANGZHOUTAIDU

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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