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《中國(guó)移動(dòng)新春》實(shí)拍結(jié)合動(dòng)畫——安戈力文化

通訊設(shè)備| 佳片精選 |產(chǎn)品宣傳片

—Client / 出品方

中國(guó)移動(dòng)

—Project name & type/項(xiàng)目名稱&類型

《中國(guó)移動(dòng)新春》實(shí)拍結(jié)合動(dòng)畫

—Production House / 制作方

UGLY/安戈力

—Production Date/產(chǎn)出時(shí)間

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.

春節(jié)期間，全國(guó)各地的人們都在為迎接新的一年做準(zhǔn)備，家家戶戶張燈結(jié)彩，城市鄉(xiāng)村都充滿了節(jié)日的氣息。在這個(gè)特別的日子里，中國(guó)移動(dòng)推出了新春特別活動(dòng)——權(quán)益超市優(yōu)惠活動(dòng)?；顒?dòng)期間，用戶只需1元即可購買到商超會(huì)員、美食會(huì)員和觀影會(huì)員，享受一系列超值優(yōu)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.

中國(guó)移動(dòng)也希望通過一系列動(dòng)畫短片傳遞出溫暖與祝福的信息，讓每個(gè)使用中國(guó)移動(dòng)服務(wù)的人都能感受到來自品牌的關(guān)懷與持。

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.

在本次的中國(guó)移動(dòng)新春系列的動(dòng)畫中，我們用三個(gè)小故事展示了中國(guó)移動(dòng)App權(quán)益超市如何在龍年春節(jié)期間為用戶帶去實(shí)惠與歡樂。無論是購物、美食還是觀影，權(quán)益超市都提供了一元購的優(yōu)惠活動(dòng)，讓每一位用戶都能感受到“過大年”的喜悅。

Mom gave me such a tight budget.

老媽給的預(yù)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!

龍年大氣出手，移動(dòng)陪你過大年！上中國(guó)移動(dòng)權(quán)益超市，訂購商超會(huì)員，最強(qiáng)買手「龍」重出場(chǎng)！

This budget is still too tight.

這也太少了

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!

龍年大飽口福，移動(dòng)陪你過大年！上中國(guó)移動(dòng)權(quán)益超市，訂購美食會(huì)員，享盡美味合不「龍」嘴！聽說這是一條新春大片.....

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.

龍年大開眼界，移動(dòng)陪你過大年！上中國(guó)移動(dòng)權(quán)益超市，訂購觀影會(huì)員，精彩不停齊樂「龍」「龍」！上中國(guó)移動(dòng)權(quán)益超市過大年，龍行大運(yùn)大有可玩！會(huì)生活，到中國(guó)移動(dòng)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，我的上上簽龍騰賀春，移動(dòng)送福。上中國(guó)移動(dòng)app，搜索“新春開門紅”參與新年抽簽活動(dòng)，就有機(jī)會(huì)獲得流量券、話費(fèi)券等，至高可抽100元話費(fèi)券，每日用戶進(jìn)入，可抽一次新年簽，做任務(wù)還有更多抽簽機(jī)會(huì)。

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.

上中國(guó)移動(dòng)app，每抽都是上上簽，抽到就是賺到！會(huì)生活，到中國(guó)移動(dòng)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.

我的燈籠怎么不亮呢？

何必這么麻煩，一點(diǎn)就亮了！龍騰賀春，移動(dòng)送福！上中國(guó)移動(dòng)APP，參與游戲點(diǎn)亮福運(yùn)燈籠，開啟超多紅包好禮！上中國(guó)移動(dòng)APP，一點(diǎn)就有禮，過節(jié)更有戲！會(huì)生活，到中國(guó)移動(dòng)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.

在情節(jié)設(shè)定上，首先以商超會(huì)員的奇妙之旅，講述在一個(gè)普通的超市里，一名女生因?yàn)轭A(yù)算有限，只能挑選一些迷你裝的商品。但當(dāng)她使用了中國(guó)移動(dòng)App的權(quán)益超市功能后，手里的商品突然變大，購物車?yán)镆渤錆M了各種大禮包，讓她感嘆不已。其次，以美食的意外之喜，講述在家中的男生，期待著一份豐盛的外賣，卻收到了幾顆迷你水餃。正當(dāng)他感到失望的時(shí)候，通過中國(guó)移動(dòng)App的權(quán)益超市活動(dòng)，他所訂的水餃瞬間變大，滿足了他的胃口。最后以觀影會(huì)員的神奇體驗(yàn)，講述了一家三口正準(zhǔn)備享受一部新春大片，卻遇到了屏幕過小的問題。在使用了中國(guó)移動(dòng)App的權(quán)益超市觀影會(huì)員功能后，屏幕不僅變大，還出現(xiàn)了令人驚喜的特效，讓觀影體驗(yàn)變得更為震撼。

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.

通過這三個(gè)故事展示了中國(guó)移動(dòng)App如何通過權(quán)益超市活動(dòng)為用戶的生活增添色彩，讓每個(gè)人的春節(jié)都過得更有滋味，同時(shí)也體現(xiàn)出中國(guó)移動(dòng)的slogan：會(huì)生活，到中國(guó)移動(dòng).

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.

為了在動(dòng)畫中更好地展示中國(guó)移動(dòng)App權(quán)益超市的優(yōu)惠活動(dòng)，通過特寫鏡頭比如：女生在超市購物時(shí)無奈地選擇迷你裝商品的表情。還有推拉鏡頭和廣角鏡頭這些鏡頭設(shè)計(jì)來強(qiáng)化視覺效果，幫助觀眾更好地理解故事情節(jié)，而且通過視覺效果強(qiáng)化了活動(dòng)帶來的驚喜和樂趣。

Character line draft and color display contrast effect

角色線稿與上色展示對(duì)比效果

The line drawing shows the effect separately

線稿圖單獨(dú)展示效果

Comparison of line draft and scene display

線稿與場(chǎng)景展示對(duì)比效果

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /編劇&策劃

HANGZHOUTAIDU

—STORYBOARD /分鏡

HANGZHOUTAIDU

—SCENE TEACHER /場(chǎng)景師

LISI/WANGTING LI

QIANGYUN YOU

HANGYUE

—DIRECTOR /導(dǎo)演

JQ SCARLETTER

—PRODUCTION /制片

YUXIN LIU

—ANIMATOR /動(dòng)畫師

M/YUROU CHEN/HONG HE/QIAN HUANG

—SPECIAL EFFECT /特效師

M PENG WANG

—CHECKER /動(dòng)檢師

WEIDONG ZHA M

—EDITING /剪輯

HANGZHOUTAIDU

—SYNTHESIS /合成

HANGZHOUTAIDU

—SOUND&MIX /音效/混錄/錄音

HANGZHOUTAIDU

—MUSIC /選曲

HANGZHOUTAIDU

—VOICE ACTOR /配音演員

HANGZHOUTAIDU

9. UGLY INTRODUCTION

中國(guó)蕞丑的一家MG動(dòng)畫公司——（UGLY），專門服務(wù)國(guó)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(diǎn)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(guó)居家辦公370多位；運(yùn)用AE、C4D、逐幀、代碼等高技術(shù)手段制作前沿風(fēng)格MG動(dòng)畫作品，服務(wù)1148個(gè)項(xiàng)目準(zhǔn)時(shí)交付率高達(dá)92.9%，每月可以同步進(jìn)行近 50 條MG動(dòng)畫生產(chǎn)線，服務(wù)的品牌項(xiàng)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(shí)的動(dòng)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(píng)價(jià)：MG動(dòng)畫=安戈力，安戈力=MG動(dòng)畫，已形成行業(yè)符號(hào)，提到國(guó)內(nèi)MG動(dòng)畫基地，你會(huì)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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