《抖音读书日》MG动画——安戈力文化

—Client / 出品方
字节跳动
—Project name & type/项目名称&类型
《抖音读书日》三维MG动画宣传片
—Production House / 制作方
UGLY/安戈力
—Production Date/产出时间
2023年6月10日
—Production cycle / 制作周期
20 days

1. BACKGROUND PROJECT

With the advent of the digital age, people’s reading methods and Xi habits have also changed dramatically. As an emerging social media platform, Douyin is attracting more and more young users with its short video format and convenient sharing function. On this platform, many book recommenders and readers have begun to share their reading experiences and recommended book lists with users in the form of short videos, coinciding with the World Book Day, Douyin launched a reading ecological data report.

随着数字化时代的到来，人们的阅读方式和习惯也发生了巨大的变化。抖音作为一种新兴的社交媒体平台，以其短视频形式和便捷的分享功能，吸引了越来越多的年轻用户。在这个平台上，许多书籍推荐者和读者都开始通过短视频的形式，向广大用户分享自己的读书心得和推荐书单，适逢世界读书日抖音推出读书生态数据报告。

As the paper elements in the report and the book are closely related, I wanted to use the paper and illustrations in the book to make a film to make the report more vivid and improve the dissemination of the report.

适逢报告与图书中的纸元素，联系紧密，所以想用书中的纸与插画做一支片子，让报告更加生动的呈现，提升报告的传播。

2. STORYBOARD

The large scene uses a more realistic three-dimensional style, with a bright study room with a quaint book on the desk, and the specific content is presented on the pages in the form of comics.

大场景使用更为写实的三维风格，敞亮的书房，在书桌上摆着一本古朴的书，具体的内容以漫画形式呈现在书页上。

The combination of 3D and 2D, the animation is printed on the book, which highlights the new style of the book on the streaming media, and the more convenient and immersive experience is here!

三维与二维的结合，动画印制在书本上，更加凸显书籍在流媒体上呈现的新风貌，更加方便，更为身临其境的体验就在这里！

A pair of immature hands brought a book with a delicate cover pattern to the table, and wiped the dust on the book with small hands, revealing the exquisite title of the book “Bookmark Travels”.

一双稚嫩的双手，将一本封具有精美封面纹样的书拿到桌面上，小手擦了擦书上的灰尘，露出了精美的书名《书签旅行记》。

On one side of the table is a white bookmark, and the light is reduced to focus on the small bookmark. A fairy tale king-like narrator begins to tell…

桌面的一旁安静地放着一张白色书签，光线收束，聚焦在小小的书签上。一个童话故事大王般的旁白开始讲述···

The book opens, and the pop-up book structure changes into the gate of the theme park, and the door reads “Knowledge Carnival”. This is where it all begins.

书本打开，立体书结构变化成主题乐园的大门，大门上写着——“知识嘉年华”。这是一切旅途的开始。

Here the booklet embarks on his journey, passing through a tunnel of notes, syllables, and strokes. The snare drum sounded, and the bookmarklet noticed the opening of the stage play. The curtain of the stage play opened, and under the spotlight, a slot machine appeared.

小书签在此踏上旅程，他穿行走过从的音符、音节、笔画的隧道。军鼓声响起，小书签注意到了舞台剧的开场。舞台剧的剧幕拉开，聚光灯下，一台老虎机登场。

The huge sheet of paper kept turning the pages, and the book was closed with one hand. On the cover of the book is written “A good book is a good friend, today and tomorrow will always be like this”

巨大的纸张不断翻页，一只手把这本书合上。书的封面上写着“良书即益友，今明永如斯”

I wish you the satisfaction and happiness of reading more.

祝你收获更多阅读的满足和快乐。

3. CHARACTER SETTING

The overall style is dominated by children’s comics, with crayon strokes and bright colors, and a wave of warmth hits. The design of the small bookmark is not transitionally anthropomorphic, the general shape retains the characteristics of the bookmark, and the small paper figure is not smart enough, but it is also very cute and clumsy!

整体风格以儿童漫画为主，蜡笔笔触加上明媚的配色，一股暖意袭来。小书签的设计没有过渡拟人化，大体的形状保留了书签的特征，小小的纸片人形象虽然不够灵动，但是笨笨的也很可爱！

4. CAMERA VOICE DESIGN

Children open the book, the story also starts from here, the book has its own golden house, the world in the book is wonderful, let’s take a look at this very long comic!

孩子翻开书本，故事也从这里启程，书中自有黄金屋，书本中的世界精彩纷呈，一起来看看这部很长很长的漫画吧！

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

—SCRIPTWRITER /编剧&策划

XIAO XUAN
—STORYBOARD /分镜
SISSI
—CONCEPTION    /元素设计
YIBING LIN
ZHUANG YAN   MINGYU LI
—ORIGINALPAINTER /原画师
   YIBING LIN
—MIDDLEPICTURE /中间画
ZHUANG YAN
—SCENE TEACHER /场景师
MINGYU LI
—COLOR SETTING /色定
YIBING LIN / ZHUANG YAN / MINGYU LI
—DIRECTOR    /导演
SISSI
—PRODUCTION   /制片
SISSI
—ANIMATOR /动画师
   M / HONG HE
—SPECIAL EFFECT   /特效师
   M / HONG HE
—CHECKER /动检师
M / SISSI
—EDITING    /剪辑
   M / HONG HE
—SYNTHESIS    /合成
   M
—SOUND&MIX    /音效/混录/录音
   ZI QIN
—VOICE ACTOR /配音演员
A

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.

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