《龘众之歌》实拍结合MG动画——安戈力文化

—Client / 客户
大众汽车

—Project name & type/项目名称&类型
《龘众之歌》实拍结合MG动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
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!

龙年驾到！央视甲辰龙年春晚以“龙行龘龘，欣欣家国”为主题尽展新春的喜庆与国家的富强，借此佳节之际，大众汽车匠心独运将“龙行龘龘”的吉祥寓意与品牌理念巧妙融合，推出本片《龘众之歌》。伴着脍炙人口的歌曲，意在传达大众新年龘展宏图的发展信心，更向广大观众送上龙年行龘运、新年帅帅龘、美美龘、么么龘、红包超龘的美好祝愿！

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.

本片是一部独具匠心的CNY创意广告片，巧妙融合实拍结合MG动画、二维逐帧、三维动画等多钟表现手法，同时糅合了拼贴、像素、三渲二等多元风格，在洋溢着“龙行龘龘”的新年祝福主基调中，我们巧妙地嵌入品牌理念与产品展示。

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.

以新年龙带来好运的吉祥寓意为开篇，通过品味小笼包、刮开奖券、打麻将、女婿赠车等一系列接地气的生活化场景破除隔膜，拉近与观众的情感距离。在这些鲜活的剧情基础好上，我们进行展示了威然、ID3、凌渡L等大众车型的卓越风采。

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

另外本片还以风趣欢快的歌唱BGM贯彻始终，给观众呈现一场别开生面的视听创意之旅。

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.

在艺术风格与表现手法上，本片将拼贴风、像素风、3D模型动画、三渲二等多元艺术风格汇聚一体却不显割裂，带来一种新奇的视觉体验。采用MV形式利用朗朗上口的定制歌曲作为配乐贯穿全片，不仅有效统合影片的立意与风格，更为影片赋予有趣、魔性、洗脑且欢乐的属性。

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.

开篇，电影感龙标与借用意大利文艺复兴艺术家米开朗基罗的《创造亚当》的创意构图给影片注入独特的艺术美感；在角色设定上，我们精选挑选龙外国女婿、中国岳父、孩童、女潮人、男主播等不同年龄阶段的角色，旨在表达大众祝福的广泛性和包容性；在运镜转场上，我们紧密配合配乐卡点利用推拉摇移等手法为影片带来愉悦动感。

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.

在立意创新上，利用“龘”与“大”作谐音，将新年龙和大众汽车紧紧绑定，围绕“龘”做祝福词拓展，在歌词中阐释大众汽车龘展宏图的品牌信念与对观众龙年行龘运、新年帅帅龘、美美龘、么么龘、红包超龘的美好祝愿，在剧情中巧妙融入威然、ID3、凌渡L等大众车型的产品信息，并将其三者巧妙融汇，为观众呈现了一部集新年祝福、品牌理念与产品宣传三位一体的创意CNY广告宣传片，以“龘众更出众”为主题，彰显出大众品牌的独特魅力。

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;

开篇改编广电龙标出场，为影片打下引人入胜的心理铺垫。紧接着品味小笼包、刮开奖券、打麻将开场向中国岳父送福，引发外国女婿送车拜年，巧妙将观众注意力转向大众汽车；再由大众车标转入影片中段，我们运用像素赛车游戏的创意，描绘新年龙驾驶大众ID.3穿梭于金币之中，寓意着财富滚滚而来，为观众送上财富的祝福；

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;

拼贴手法巧妙描绘老虎机转动，象征着好运的降临；而3D动画则展现了一条太空龙，表达大众对观众诚挚的新年祝福；中后段将品牌发展信息与新年祝福再做阐述做到强绑定；

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.

结尾部分，我们采用三渲二的手法，描绘大众汽车与新年龙并肩前行的场景，既展现了大众汽车的品质与实力，又彰显了新年龙的祥瑞与威严。最后，龙的升腾动作巧妙转场至天空空镜，为影片的主题文案收尾，呈现出一种自然、和谐的结束感。

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

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

—SPLIT MIRROR /分镜

ZIHAN / HUI LI / SHIFU KANG / XIAOMING WEISHENG HUANG /
YUN WANG / DEXIN LI DI YANG / ZHIBIAO WU /
YIMING QIANG TIAN TANG / YUQIAN YAO
—CONCEPTION /元素设计
TIAN TANG / XIANG LIN / QIANGYUN YOU YISHA SUN /
TIANYI NING / DEXIN LI
—ORIGINAL PAINTER /原画师
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 /中间画
JIALE CAI
—SCENE TEACHER    /场景师
TIAN TANG / XIANG LIN /
QIANGYUN YOU PENGFEI XU / CHAN HUANG / JIAN / JIALE CAI
—COLOR SETTING /色定
DEXIN LI
—DIRECTOR /导演
SHUIZHI YIN
—PRODUCTION /制片
DEXIN LI / YAOZHOU YU
—ANIMATOR /动画师
ZHAN CHENG / HONG HE / TONGTONGBO
ZHIYI / PENGPENG / XIANGFENG CAI
—CHECKER    /动检师
   DEXIN LI
—EDITING /剪辑
   HAIQUAN LU
—SYNTHESIS /合成
   HAIQUAN LU / DEXIN LI

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

此文如需转载刊用请注明来源公众号安戈力