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《万科11盘》拼贴动画——安戈力文化—Dir cut

房产置业| 佳片精选 |产品宣传片

—Client / 出品方

万科

—Project name & type/项目名称&类型

《万科11盘》拼贴动画

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年3月15日

—Production cycle / 制作周期

28 days

1. BACKGROUND PROJECT

This collage animation is themed around "Vanke 11" and focuses on Vanke, a well-known brand that has been deeply involved in the real estate industry for many years. Since its establishment, Vanke has adhered to the core concept of "letting architecture praise life" and is committed to creating high-quality and humanized living environments. Over the years, Vanke has not only witnessed the booming development of China's real estate industry, but also won the trust and praise of a large number of homeowners with its excellent quality and service. The "Vanke 11" project is a concentrated embodiment of Vanke's craftsmanship, aiming to provide diversified ideal living choices for those who pursue high-quality life.

此次实拼贴动画以“万科11盘”为主题，聚焦于万科这一深耕房地产行业多年的知名品牌。万科，自成立之初便秉持着“让建筑赞美生命”的核心理念，致力于打造高品质、人性化的居住环境。多年来，万科不仅见证了中国房地产行业的蓬勃发展，更以其卓越的品质和服务，赢得了广大业主的信赖与好评。此次“万科11盘”项目，更是万科匠心精神的集中体现，旨在为追求高品质生活的您，提供多样化的理想居住选择。

2. STORYBOARD

The storyline revolves around an urban white-collar who is about to buy a house. He/she wandered aimlessly in the vast real estate market until he/she accidentally came across an MG animated video about "Vanke 11". In the video, through vivid and interesting collage animations, the unique charm of Vanke's 11 real estate projects is showcased: from the luxurious enjoyment of high-end luxury homes to the convenient living of supporting cities; From the leisurely lifestyle of living by the lake to the affordable options that offer great value for money. Each property is like a space full of stories, attracting the protagonist to explore step by step. In the end, under the guidance of Vanke, the protagonist found his ideal home and opened a new chapter in his life.

故事线围绕一位即将购房的都市白领展开。他/她在茫茫楼市中徘徊不定，直到偶然间刷到了一条关于“万科11盘”的MG动画视频。视频中，通过生动有趣的拼贴动画，展现了万科11个楼盘的独特魅力：从高端豪宅的奢华享受，到配套大城的便捷生活；从湖居生活的悠然自得，到性价比之选的实惠满满。每一个楼盘都仿佛是一个充满故事的空间，吸引着主角一步步深入探索。最终，在万科的引领下，主角找到了属于自己的理想家园，开启了全新的生活篇章。

3. CHARACTER SETTING

In terms of visual design, the MG animation adopts a style that combines modern simplicity with high-end luxury, perfectly matching the tone of the Vanke brand. In terms of color, we use fresh and bright tones such as blue, white, and gold to create an elegant and warm atmosphere, allowing the audience to visually feel the high quality and comfort of Vanke real estate. Meanwhile, the intricate details and luxurious elements interspersed in the animation, such as dazzling lights, spacious and bright living rooms, and exquisite afternoon tea scenes, further enhance the overall sense of high-end and luxury.

在视觉设计上，本次MG动画采用了现代简约与高端奢华相结合的风格，完美契合了万科品牌的调性。色彩方面，我们运用了清新明亮的色调，如蓝色、白色与金色等，营造出一种优雅而温馨的氛围，让观众在视觉上感受到万科楼盘的高品质与舒适感。同时，动画中穿插的精致细节与豪华元素，如璀璨的灯火、宽敞明亮的客厅、精致的下午茶场景等，都进一步提升了整体的高端感与奢华感。

In terms of conceptual design, we focus on showcasing the unique charm and core values of Vanke real estate through animation. Whether it's the super large balcony in the scenic area of Congshan, the luxurious living room in Congwanhui, or the natural beauty of Songyue Villa and the comfortable enjoyment of the top hotel Banyan Tree, all are presented through the delicate animation, making the audience feel as if they are there and experiencing the ultimate living experience brought by Vanke real estate.

在概念设计上，我们注重通过动画展现万科楼盘的独特魅力与核心价值。无论是瑧山境的超大阳台、瑧湾汇的奢华客厅，还是松樾别墅的自然美景与顶级酒店悦榕庄的舒适享受，都通过动画的细腻呈现，让观众仿佛身临其境，感受到万科楼盘所带来的极致居住体验。

4. CAMERA VOICE DESIGN

In the animation, we cleverly used color contrast and harmonious matching, such as combining blue and white to create a fresh and peaceful atmosphere; The combination of gold and black highlights the luxurious and noble temperament. These color combinations not only enhance the visual impact of the picture, but also better showcase the high-end positioning of Vanke real estate. In terms of composition, we focus on creating rich visual layers and rhythm through the switching and combination of different scenes. By using the pull of airplanes and buses, the layout of '2024 Sincere House Buying Suggestions' can be displayed; By comparing the silhouette of the luxury mansion with the real scene, the audience can more intuitively feel the delicacy and luxury of Vanke real estate.

在动画中，我们巧妙地运用了色彩对比与和谐搭配，如将蓝色与白色相结合，营造出一种清新宁静的氛围；而金色与黑色的搭配，则彰显出奢华与尊贵的气质。这些色彩搭配不仅增强了画面的视觉冲击力，也更好地展现了万科楼盘的高端定位。在构图上，我们注重通过不同场景的切换与组合，营造出丰富的视觉层次与节奏感。如通过飞机与巴士的拉动，展现出《2024真诚买房建议》的排版内容；通过豪宅剪影与真实场景的对比，让观众更加直观地感受到万科楼盘的精致与奢华。

At the same time, we also cleverly used techniques such as mask transition and paper opening to make the screen switching smoother and more natural. At the same time, we have adopted various animation effects to enhance the attractiveness and expressiveness of the content. By using techniques such as character synthesis and background erasure, the audience can enjoy the fun of camping on the balcony; Create a dreamy and romantic atmosphere through building collages, fireworks displays, and other scenes. These animation effects not only make the visuals more vivid and interesting, but also better convey the unique charm and core values of Vanke real estate.

同时，我们也巧妙地运用了遮罩转场、纸张拉开等手法，使得画面切换更加流畅自然。采用了多种动画效果来增强内容的吸引力和表现力。如通过人物合成、背景擦除等手法，让观众在阳台上就能享受到露营的乐趣；通过建筑拼贴、烟花绽放等场景，营造出一种梦幻而浪漫的氛围。这些动画效果不仅使得画面更加生动有趣，也更好地传达了万科楼盘的独特魅力与核心价值。

In this MG animation, we comprehensively showcase the unique charm and core values of Vanke's "Vanke 11 Plate" project through a concise and clear brand overview, a visual design that combines modern simplicity with high-end luxury, and rich camera language and visual expression techniques. We believe that this carefully crafted MG animation will bring a visual feast to the audience and further promote the influence and popularity of the Vanke brand in the market.

在本次MG动画中我们通过简洁明了的品牌概述、现代简约与高端奢华相结合的视觉设计以及丰富的镜头语言与视觉表达手法，全面展现了万科“万科11盘”项目的独特魅力与核心价值。我们相信，这次精心打造的MG动画将为观众带来一场视觉盛宴，同时也将进一步推动万科品牌在市场上的影响力与知名度。

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

—STORYBOARD /分镜

XIN CHEN

—ORIGINALPAINTER /原画师

WANGTING LI

YUN WANG / YANG HU

—SCENE TEACHER /场景师

WANGTING LI

YUN WANG / YANG HU

—DIRECTOR /导演

WEIDONG ZHA

—PRODUCTION /制片

WEIDONG ZHA / XIN CHEN

—ANIMATOR /动画师

M / MINHUI ZHOU

—SPECIAL EFFECT /特效师

WENFENG CHEN / YUROU CHEN

—CHECKER /动检师

WEIDONG ZHA/M

—SYNTHESIS /合成

WENFENG CHEN

—SOUND&MIX /音效/混录/录音

WENFENG CHEN

—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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