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《月餅有“新”事》拼貼動畫——安戈力文化

食品飲料| 佳片精選 |產(chǎn)品宣傳片|MG圖形動畫

—Client / 出品方

京東

—Project name & type/項目名稱&類型

《月餅有“新”事》拼貼動畫

—Production House / 制作方

UGLY/安戈力

—Production Date/產(chǎn)出時間

2023年09月25日

—Production cycle / 制作周期

20 days

1. BACKGROUND PROJECT

During the Mid-Autumn Festival, mooncakes become an indispensable delicacy in our traditional Chinese festivals. Today, with the change of The Times, the moon cake has also experienced an earth-shaking change. Since ancient times, the flavor of mooncakes has been constantly updated, and the packaging design has become more and more exquisite, becoming a necessary part of the Mid-Autumn Festival. In this project with JD.com, we will take you through time and space to discover new things about mooncakes.

每逢中秋，月餅成為我們中華民族傳統(tǒng)節(jié)日不可或缺的美味。而如今，隨著時代的變遷，月餅也經(jīng)歷了一場翻天覆地的變革。從古至今，月餅口味不斷更新?lián)Q代，包裝設(shè)計也愈加精美，成為中秋賞月必備的一環(huán)。在這次與京東合作的項目中，我們將帶您穿越時空，探尋月餅的新鮮事。

The purpose of this video is not only to present the history and evolution of mooncakes, but also to convey the new gravity of the Mid-Autumn Festival and share the mind of opening a new eclipse. By showing the variety and taste changes of mooncakes, we hope to create a wonderful experience for the audience to taste the new trend of mooncakes, so that the audience can taste more colorful delicious in the Mid-Autumn Festival, and feel the perfect integration of traditional and modern.

這部視頻的目的不僅僅是呈現(xiàn)月餅的歷史與演變，更是為了傳遞中秋新引力，共享開新食刻的心智。通過展示月餅的種類與口味變化，我們希望為觀眾打造一個品嘗新趨勢月餅的美好體驗，讓觀眾在中秋佳節(jié)品嘗到更多豐富多彩的美味，感受到傳統(tǒng)與現(xiàn)代的完美融合。

2. STORYBOARD

In order to prepare for this video, we conducted in-depth investigation and research in the storyboard stage, from historical records to modern tastes, from simple Chinese style to trend animation, from the origin of mooncakes to the reform of packaging design, we combed and analyzed every detail of mooncakes. Creativity comes from a deep understanding of mooncake culture and a deep grasp of brand needs.

為了準備這部視頻，在故事板階段我們進行了深入的調(diào)查研究，從史料記載到現(xiàn)代口味，從簡約國風(fēng)到潮流動漫，從月餅的起源到包裝設(shè)計的變革，我們對月餅的每一個細節(jié)進行了梳理和分析。創(chuàng)意來源于對月餅文化的深入理解和對品牌需求的深刻把握。

Combining creativity with brand needs, we present the evolution of mooncakes in the form of collage animation, while highlighting Jingdong Supermarket as the best place for you to choose mooncakes, so that you can easily buy the new trend of mooncakes in the Mid-Autumn Festival.

我們將創(chuàng)意與品牌需求相結(jié)合，以拼貼動畫的形式呈現(xiàn)月餅的變遷歷程，同時突出京東超市作為您選擇月餅的最佳去處，讓您在中秋節(jié)輕松選購到心儀的新趨勢月餅。

3. CHARACTER SETTING

In order to present the content of Mooncake There is Something New, we have adopted a well-designed clip animation style, combined with lively dubbing and timely sound effects, to create a fun and educational audio-visual feast. Combining ancient mooncake making scenes and historical allusions with modern mooncake taste and packaging design, it shows the evolution process of mooncakes from ancient times to today.

為了呈現(xiàn)《月餅有「新」事》的內(nèi)容，我們采用了精心設(shè)計的剪貼動畫風(fēng)格，結(jié)合生動活潑的配音，以及適時的音效，打造出一場富有趣味性和教育性的視聽盛宴。將古代的月餅制作場景、歷史典故，與現(xiàn)代的月餅品味、包裝設(shè)計相結(jié)合，展現(xiàn)出月餅從古至今的演變過程。

Using vivid colors and rich visual effects, mooncake making techniques, flavor styles and packaging designs of different eras are vividly displayed, attracting the audience's attention and guiding them to have a deeper understanding of mooncake culture.

利用色彩鮮明、畫面豐富的視覺效果，將不同時代的月餅制作工藝、口味風(fēng)格、包裝設(shè)計生動展現(xiàn)，吸引觀眾的注意力，引導(dǎo)他們深入了解月餅文化。

Through carefully designed camera language and sound effects, we will present a vivid, interesting and educational journey of mooncake culture for the audience, so that they can taste the delicious food at the same time, feel the integration of tradition and modernity of the Mid-Autumn Festival, and share the happy moment of opening a new moment.

通過精心設(shè)計的鏡頭語言和聲音效果，我們將為觀眾呈現(xiàn)一場生動有趣、富有教育意義的月餅文化之旅，讓他們在品嘗美味的同時，感受到中秋節(jié)的傳統(tǒng)與現(xiàn)代的交融，共享開新食刻的快樂時刻。

4. CAMERA VOICE DESIGN

At the beginning, the timeline is used to trace the past and present of mooncakes, presenting the fusion of collage paintings, calligraphy, ancient patterns, and other elements, creating a strong historical charm. It tells the story of the evolution of mooncakes from the origin of Southern Song mooncakes to the symbol of Mid Autumn Festival reunion in the Ming Dynasty, and then to the formation and inheritance of characteristic mooncakes in the Qing Dynasty until now.

開篇以時間線展開追溯月餅的前世今生，以拼貼畫卷與書法字、古代紋樣等元素融合呈現(xiàn)，營造濃厚的歷史古韻，訴說月餅從南宋月餅起源到明代成為中秋團圓的象征，再到清代特色月餅形成并傳承至今的演變過程。

Transitioning naturally to the middle section, with the progress of the times, cleverly utilizing collage style to unify the tone, showcasing the diverse flavors and packaging styles of mooncakes today, perfectly catering to the needs of various gift giving groups.

自然過渡至中篇，隨著時代進步，巧妙利用拼貼風(fēng)格統(tǒng)一調(diào)性，展示如今月餅的口味與包裝風(fēng)格的多樣化，完美迎合各種送禮人群的需求。

Finally, the ending uses tasting mooncakes as a starting point to evoke emotional resonance among the audience, ultimately conveying the core message of the film - various new trend mooncakes, all at JD Supermarket, while echoing the theme of "Mid Autumn Festival new attraction, sharing new moments".

最后，結(jié)尾以品嘗月餅為引子勾起觀眾的情緒共鳴，最終傳達影片核心信息——各類新趨勢月餅，盡在京東超市，同時呼應(yīng)影片主題“中秋新引力，共享開新事刻”。

The line drawing shows the effect separately

線稿圖單獨展示效果

Character line draft and color display contrast effect

角色線稿與上色展示對比效果

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

—SCRIPTWRITER /編劇&策劃

JINGDONG

—STORYBOARD /分鏡

PENGFEI YANG

—ORIGINALPAINTER /原畫師

MAOMAO/RAN CHEN

—SCENE TEACHER /場景師

MAOMAO/RAN CHEN

—COLOR SETTING /色定

MAOMAO/RAN CHEN

—DIRECTOR /導(dǎo)演

PENGFEI YANG

—PRODUCTION /制片

PENGFEI YANG

—ANIMATOR /動畫師

YONG LIU/WEI

—CHECKER /動檢師

PENGFEI YANG/SISSI

—SOUND&MIX /音效/混錄/錄音

DACHUI WANG

—VOICE ACTOR /配音演員

DACHUI WANG

9. UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（UGLY），專門服務(wù)國內(nèi)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(shù)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(shù)手段制作前沿風(fēng)格MG動畫作品，服務(wù)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(chǎn)線，服務(wù)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(shù)”，現(xiàn)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(nèi)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(zhuǎn)載刊用請注明來源公眾號安戈力

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