《COACH天猫海报》插画——安戈力

—Client / 出品方
COACH

—Project name & type/项目名称&类型
天猫双十一COACH猫头海报

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2023年9月28日

—Production cycle / 制作周期
20 days

1. BACKGROUND PROJECT

COACH, founded in New York in 1941, is jointly operated by six leather craftsmen from a leather family. It is one of the oldest and most successful leather products companies in the United States. Founder Miles Cahn initially drew inspiration from a traditional pair of baseball gloves. He found that baseball gloves became smoother as they were used, so he borrowed their technology and meticulously processed it to make the sturdy and durable leather of baseball gloves soft and durable. Later, it gradually developed into a brand focused on handbags, accessories, and clothing.

COACH（蔻驰），1941年成立于纽约，是由六位来自皮革世家的皮匠师傅共同经营，是美国历史最悠久和最成功的皮革制品公司之一。创始人Miles Cahn最初是从一双传统的棒球手套中获得的制作灵感。他发现棒球手套越用越光滑，于是借鉴其技术，经过细致处理，将坚固耐用的棒球手套皮革变得柔软耐用，后来逐渐发展为一家专注与手袋、配饰和服装的品牌。

COACH stands for American fashion, deeply loved by consumers for its simple and durable style. Its products also maintain high-quality materials and high standards, consistently running through the entire brand’s purpose. This time, COACH collaborated with Tmall to create a Double Eleven themed linkage.

COACH代表美式时尚，以简洁、耐用的风格深受消费者的喜爱，他的产品也保持着上乘的用料和高标准的水准，从一而终的贯穿整个品牌的宗旨。此次COACH携手天猫打造双十一主题联动。

2. STORYBOARD

When it comes to COACH, how can one of its iconic elements be missing – the carriage pattern? The unique carriage pattern is like the soul of a brand, whether it is in leather or clothing, it can give people a classic and luxurious feeling. Coach is also an English word, and as an intransitive verb, it means “traveling by carriage”.

谈到COACH，怎么能少了它的标志性元素之一——马车图案呢？那独特的马车图案就像是品牌的灵魂一般，无论是在皮件上还是服饰上，都能给人一种经典且奢华的感觉。coach同时也是一个英文单词，做不及物动词是有“坐马车旅行”的意思。

So in the overall poster design of this time, Angoli retained the COACH carriage pattern, combined with the window of the cat head image, perfectly fitting the Tmall brand image. Through the dreamy linkage with the amusement park, it integrated trend aesthetics and colorful colors, focusing on the image of the COACH brand spokesperson holding a bag on the carriage, highlighting the product.

所以在此次整体的海报设计上安戈力保留了COACH的马车图案，结合猫头形象的窗户，完美的契合此次天猫品牌形象，并且通过与游乐园的梦幻联动，将潮流美学和缤纷色彩相互融合，视线聚集在马车上COACH品牌代言人手持包包的形象上，突出产品。

3. CHARACTER SETTING

When it comes to quality, COACH is renowned for its ultimate pursuit of detail. Whether it is material selection or handmade, COACH has always maintained the highest standards. That’s why using COACH products is like enjoying a luxurious journey! Similarly, Angoli has always maintained the highest level of production and strict control over details. Let everyone have a pleasing feeling when they see Angoli’s works.

说到品质，COACH更是以其对细节的极致追求而闻名。无论是选材还是手工制作，COACH一直保持着最高的标准。这就是为什么在使用COACH的产品就像是在享受一场奢华之旅！同样的，安戈力也是，在制作上也是一直保持着最高的水准，并且在细节上也是严格把控着。让大家在看到安戈力出品的作品能够有种赏心悦目的感觉。

4. CAMERA VOICE DESIGN

The black color in the COACH logo represents the brand’s prestige, strength, and refinement, while the classic carriage logo symbolizes luxury, elegance, social status, and royal dignity. Because COACH’s brand position has always been favored by consumers for its simple and durable style, we choose a thick coated style when drawing posters. We use a large number of colors and textures to make the picture more textured and realistic. In addition, we choose classic black and gold colors, both of which are relatively stable colors that can collide to create a strong sense of texture and layering, highlighting temperament. In the image of the carriage, we use black in the logo, which echoes the product logo. We also use classic Signature C logo elements on the carriage body, and choose different gold colors for coloring in the scene. The low-key black and dazzling gold blend together, presenting excellent colors.

COACH logo中的黑色代表品牌的威望、力量和精致，经典的马车标志象征着奢华、优雅、社会地位和皇室尊严。因为COACH的品牌地位一向以简洁、耐用的风格特色深受消费者的喜爱，所以在绘制海报上我们选择厚涂的风格，通过大量的色彩和纹理使画面更有质感，更加真实，并且在配色上选择比较经典的黑色＋金色，两者都是比较沉稳的颜色色，可以碰撞出很强烈的质感与层次感，凸显气质。在马车的形象上我们使用logo中的黑色，与产品的logo相呼应，并且在马车的车身上采用了很经典的Signature C logo元素，在场景上选择不同的金色来进行铺色，低调的黑色与耀眼的金色两者相互交融，呈现出出色的色彩。

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

5. SPECIAL EFFECTS

6. ON SITE

7. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划
LIJUAN ZHUANG
—SCENE TEACHER /场景师
   NA GUO
—DIRECTOR    /导演
SHUIZHI YIN
—PRODUCTION   /制片
LIJUAN ZHUANG JIAN YU LIU

8. 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.

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