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《龘眾之歌》實拍結合MG動畫——安戈力文化

汽車| 佳片精選 |MG圖形動畫

—lient / 客戶

大眾汽車

—Project name & type/項目名稱&類型

《龘眾之歌》實拍結合MG動畫

—Production House / 制作方

UGLY/安戈力

—Production Date/產出時間

2024年02月29日

—Production cycle / 制作周期

44 days

1. BACKGROUND PROJECT

The Year of the Loong! The the Year of the Loong Spring Festival Gala on CCTV's Jiachen Festival is themed with "Longxing", a happy family and a prosperous country ". On the occasion of the festival, Volkswagen ingeniously combines the auspicious meaning of" Longxing "with the brand concept to launch this film" Songs of People ". Accompanied by popular songs, it is intended to convey the public's confidence in the development of the grand plan of the the Year of the Loong, and send to the audience the best wishes of good luck, handsome new year, beautiful beauty, mommy and red envelope!

龍年駕到！央視甲辰龍年春晚以“龍行龘龘，欣欣家國”為主題盡展新春的喜慶與國家的富強，借此佳節(jié)之際，大眾汽車匠心獨運將“龍行龘龘”的吉祥寓意與品牌理念巧妙融合，推出本片《龘眾之歌》。伴著膾炙人口的歌曲，意在傳達大眾新年龘展宏圖的發(fā)展信心，更向廣大觀眾送上龍年行龘運、新年帥帥龘、美美龘、么么龘、紅包超龘的美好祝愿！

2. STORYBOARD

This film is a creative CNY advertising film with unique craftsmanship, cleverly integrating real-life shooting techniques such as MG animation, 2D frame by frame, and 3D animation. At the same time, it combines multiple styles such as collage, pixels, and 3D rendering. In the main tone of "dragon walking and white" New Year greetings, we cleverly embed brand concepts and product displays.

本片是一部獨具匠心的CNY創(chuàng)意廣告片，巧妙融合實拍結合MG動畫、二維逐幀、三維動畫等多鐘表現(xiàn)手法，同時糅合了拼貼、像素、三渲二等多元風格，在洋溢著“龍行龘龘”的新年祝福主基調中，我們巧妙地嵌入品牌理念與產品展示。

It starts with the auspicious implication that the dragon brings good luck in the New Year. It breaks the barrier and closes the emotional distance with the audience through a series of grounded life scenes, such as tasting Xiaolongbao, scraping away lottery tickets, playing mahjong, and giving cars to son-in-law. Based on these vivid storylines, we showcased the outstanding style of Volkswagen models such as the Weiran, ID3, and Lingdu L.

以新年龍帶來好運的吉祥寓意為開篇，通過品味小籠包、刮開獎券、打麻將、女婿贈車等一系列接地氣的生活化場景破除隔膜，拉近與觀眾的情感距離。在這些鮮活的劇情基礎好上，我們進行展示了威然、ID3、凌渡L等大眾車型的卓越風采。

In addition, this film also implements a humorous and cheerful singing BGM throughout, presenting the audience with a unique audio-visual creative journey.

另外本片還以風趣歡快的歌唱BGM貫徹始終，給觀眾呈現(xiàn)一場別開生面的視聽創(chuàng)意之旅。

3. CHARACTER SETTING

In terms of artistic style and expression techniques, this film brings together diverse artistic styles such as collage style, pixel style, 3D model animation, and three shading and two colors without showing any separation, bringing a novel visual experience. Using a music video format with catchy custom songs as soundtrack throughout the entire film, it not only effectively integrates the film's concept and style, but also endows the film with interesting, magical, brainwashing, and joyful attributes.

在藝術風格與表現(xiàn)手法上，本片將拼貼風、像素風、3D模型動畫、三渲二等多元藝術風格匯聚一體卻不顯割裂，帶來一種新奇的視覺體驗。采用MV形式利用朗朗上口的定制歌曲作為配樂貫穿全片，不僅有效統(tǒng)合影片的立意與風格，更為影片賦予有趣、魔性、洗腦且歡樂的屬性。

At the beginning, the cinematic dragon logo and the creative composition of Italian Renaissance artist Michelangelo's "Creating Adam" inject a unique artistic beauty into the film; In terms of character design, we carefully select characters from different age groups such as Long's foreign son-in-law, Chinese father-in-law, children, trendsetters, and male anchors, aiming to express the breadth and inclusiveness of public blessings; In the transition of the film, we closely cooperated with the soundtrack checkpoint and used techniques such as pushing, pulling, and shaking to bring joy and dynamism to the film.

開篇，電影感龍標與借用意大利文藝復興藝術家米開朗基羅的《創(chuàng)造亞當》的創(chuàng)意構圖給影片注入獨特的藝術美感；在角色設定上，我們精選挑選龍外國女婿、中國岳父、孩童、女潮人、男主播等不同年齡階段的角色，旨在表達大眾祝福的廣泛性和包容性；在運鏡轉場上，我們緊密配合配樂卡點利用推拉搖移等手法為影片帶來愉悅動感。

In terms of conceptual innovation, we utilize the homonym between "dá" and "dà" to closely tie the New Year dragon with Volkswagen, expanding blessings around the theme of "dá". The lyrics explain Volkswagen's brand belief of expanding its horizons and offer beautiful wishes to the audience for a prosperous New Year dragon, handsome "dá," beautiful "dá," cute "dá," and a super red envelope "dá." Within the storyline, we cleverly integrate product information about Volkswagen models such as the Viloran, ID.3, and Lamando L, seamlessly blending them together to present a creative CNY advertising promotional video that integrates New Year blessings, brand philosophy, and product promotion. With the theme of "dá Volkswagen, even more outstanding," it highlights the unique charm of the Volkswagen brand.

在立意創(chuàng)新上，利用“龘”與“大”作諧音，將新年龍和大眾汽車緊緊綁定，圍繞“龘”做祝福詞拓展，在歌詞中闡釋大眾汽車龘展宏圖的品牌信念與對觀眾龍年行龘運、新年帥帥龘、美美龘、么么龘、紅包超龘的美好祝愿，在劇情中巧妙融入威然、ID3、凌渡L等大眾車型的產品信息，并將其三者巧妙融匯，為觀眾呈現(xiàn)了一部集新年祝福、品牌理念與產品宣傳三位一體的創(chuàng)意CNY廣告宣傳片，以“龘眾更出眾”為主題，彰顯出大眾品牌的獨特魅力。

4. CAMERA VOICE DESIGN

The opening adaptation of the radio and television dragon logo laid a captivating psychological foundation for the film. Then he savored Xiaolongbao, scraped open the lottery ticket, and played mahjong at the beginning to send blessings to his Chinese father-in-law, triggering the foreign son-in-law to send a car to pay New Year's greetings, ingeniously turning the audience's attention to Volkswagen; Moving from the Volkswagen logo to the middle of the film, we use the creativity of pixel racing games to depict the New Year Dragon driving the Volkswagen ID.3 through gold coins, symbolizing the rolling wealth and sending blessings of wealth to the audience;

開篇改編廣電龍標出場，為影片打下引人入勝的心理鋪墊。緊接著品味小籠包、刮開獎券、打麻將開場向中國岳父送福，引發(fā)外國女婿送車拜年，巧妙將觀眾注意力轉向大眾汽車；再由大眾車標轉入影片中段，我們運用像素賽車游戲的創(chuàng)意，描繪新年龍駕駛大眾ID.3穿梭于金幣之中，寓意著財富滾滾而來，為觀眾送上財富的祝福；

The collage technique cleverly depicts the rotation of slot machines, symbolizing the arrival of good luck; The 3D animation depicts a space dragon, expressing sincere New Year greetings from the public to the audience; In the middle and later stages, we will further elaborate on the brand development information and New Year's greetings to achieve strong binding;

拼貼手法巧妙描繪老虎機轉動，象征著好運的降臨；而3D動畫則展現(xiàn)了一條太空龍，表達大眾對觀眾誠摯的新年祝福；中后段將品牌發(fā)展信息與新年祝福再做闡述做到強綁定；

In the concluding section, we use the technique of three strokes and two strokes to depict the scene of Volkswagen and the New Year Dragon walking side by side, showcasing both the quality and strength of Volkswagen and the auspiciousness and majesty of the New Year Dragon. Finally, the dragon's ascent skillfully transitions to the sky mirror, ending the theme of the film with a natural and harmonious ending.

結尾部分，我們采用三渲二的手法，描繪大眾汽車與新年龍并肩前行的場景，既展現(xiàn)了大眾汽車的品質與實力，又彰顯了新年龍的祥瑞與威嚴。最后，龍的升騰動作巧妙轉場至天空空鏡，為影片的主題文案收尾，呈現(xiàn)出一種自然、和諧的結束感。

Character line draft and color display contrast effect

角色線稿與上色展示對比效果

The line drawing shows the effect separately

線稿圖單獨展示效果

Comparison of line draft and scene display

線稿與場景展示對比效果

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SPLIT MIRROR /分鏡

ZIHAN / HUI LI / SHIFU KANG / XIAOMING

WEISHENG HUANG / YUN WANG / DEXIN LI

DI YANG / ZHIBIAO WU / YIMING QIANG

TIAN TANG / YUQIAN YAO

—CONCEPTION /元素設計

TIAN TANG / XIANG LIN / QIANGYUN YOU

YISHA SUN / TIANYI NING / DEXIN LI

—ORIGINAL PAINTER /原畫師

XIANG LIN / XIXIJIANG

YETU HUA / SILI/

ZHENGKANG XIN

YANLING LI / AYA

XU HAN/DI YANG

YUQIAN YAO / YOUNA GUO

YUETONG LIU / QIANGYUN YOU / DEXIN LI

—MIDDLEPICTURE /中間畫

JIALE CAI

—SCENE TEACHER /場景師

TIAN TANG / XIANG LIN / QIANGYUN YOU

PENGFEI XU / CHAN HUANG / JIAN / JIALE CAI

—COLOR SETTING /色定

DEXIN LI

—DIRECTOR /導演

SHUIZHI YIN

—PRODUCTION /制片

DEXIN LI / YAOZHOU YU

—ANIMATOR /動畫師

ZHAN CHENG / HONG HE / TONGTONGBO

ZHIYI / PENGPENG / XIANGFENG CAI

—CHECKER /動檢師

DEXIN LI

—EDITING /剪輯

HAIQUAN LU

—SYNTHESIS /合成

HAIQUAN LU / DEXIN LI

9. UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（UGLY），專門服務國內廣告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作過程中以耿直、宅心仁厚的特點深受合作伙伴的熱捧及引薦，迅速在業(yè)界打開名聲。

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、廈門）擁有在職技術性專業(yè)人才97位，全國居家辦公370多位；運用AE、C4D、逐幀、代碼等高技術手段制作前沿風格MG動畫作品，服務1148個項目準時交付率高達92.9%，每月可以同步進行近 50 條MG動畫生產線，服務的品牌項目既有眾多耳熟能詳?shù)拇笃放埔灿谐鮿?chuàng)及小眾品牌，屬于名副其實的動畫代理源頭廠家。

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.

取名于英文單詞UGLY（丑英譯），公司Slogan“丑從未如此藝術”，業(yè)界的評價：MG動畫=安戈力，安戈力=MG動畫，已形成行業(yè)符號，提到國內MG動畫基地，你會想起安戈力。

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

此文如需轉載刊用請注明來源公眾號安戈力

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CNY新年賀歲

電商/快消品

金融

互聯(lián)網(wǎng)/游戲

文旅體育

醫(yī)療/科技

政府合作

家居房地產

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