《光明乳业》逐帧MG动画——安戈力文化

—Client / 出品方
光明乳业

—Project name & type/项目名称&类型
《光明乳业》逐帧MG动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2022年9月5日

—Production cycle / 制作周期
30 days

1. BACKGROUND PROJECT

Brightdairy Dairy is a leading leader in high-end dairy products in China, from the farm to the terminal, by building the whole industry chain to ensure consistent high-quality products and services, and is committed to becoming “China’s best dairy enterprise”.

光明乳业是中国领先的高端乳品引领者，从牧场到终端，通过打造全产业链，确保高品质的产品与服务始终如一，致力于成为“中国最好的乳制品企业“。

2. STORYBOARD

This time, the Chinese style animation is divided into four segments, which describe milk tickets in the 50s, milk cards in the 90s, telephone ordering in the 20th century, and Internet APP in the 21st century.

这一次的国风动画分为四个个片段，分别描述了50年代的奶票、90年代的奶卡、20世纪电话订、21世纪的互联网APP。

In 1956,shanghai Milk Company was established to shoulder the work of urban dairy product protection.Dairy companies have set up small deliery teams to provide distibution services.At that time, in the era of the planned economy with extremely poor material supply, the supply of milk was tight, and milk was supplied by tickets, and only special status groups such as athletes, people with physical illnesses, etc. could obtain milk tickets to receive milk.

1956年，上海市牛奶公司成立，肩负起城市乳制品保障工作。各奶厂组建了小型送奶队伍提供配送服务。当时处于物质供应极不丰富的计划经济时代，牛奶供应紧张，牛奶凭票供应，只有特殊身份人群如运动员、身体患病者等才可获得奶票申领牛奶。

By the nineties of last century, Shanghai Dairy Company and Shanghai Industrial Group jointly established Shanghai Bright Dairy Co., Ltd. In 1992, Shanghai Bright Milk Pavilion Co., Ltd. was established, and residents can go to the milk kiosk to receive fresh milk with their milk card.

到上世纪九十年代，上海市牛奶公司与上海实业集团合资成立上海光明乳业有限公司。1992年，成立上海光明牛奶亭有限公司，居民凭奶卡可至牛奶亭领取新鲜牛奶；

In 2000, Guangming Random Milk Home Delivery brand was formally established, opened market-oriented operation, established a four-order milk service system of “book at any time, pay anywhere, choose at will, and change at will”, and opened a milk ordering hotline 4008-117-117, promising “free door-to-door delivery, free installation of milk boxes”, “fresh milk delivered to the door before 7 o’clock every day” and other services.

2000年，光明随心订送奶上门品牌正式成立，开启市场化运作，建立 “随时订、随地付、随意选、随心换”的四随订奶服务系统，并开通订奶热线4008-117-117，承诺“免费送奶上门，免费安装奶箱”、“每天七点以前新鲜牛奶送上门”等服务。

In 2008, the official website was officially launched. In 2015, Anytime officially launched the personal version of the APP, and gradually launched WeChat mall, WeChat mini program, etc., to achieve “one-click milk ordering without leaving home”. In 2017, Anytime officially settled in JD.com; In 2018, it officially settled on Tmall. At this point, consumers can order any product ordered by Bright Random through major platforms, and enjoy the service of milk delivery to their homes anytime, anywhere.

2008年，随心订官网正式上线。2015年，随心订正式推出个人版APP，并逐步推出微信商城、微信小程序等，实现“足不出户，一键订奶”。2017年，随心订正式入驻京东；2018年正式入驻天猫。至此，随心订实现全网布局，消费者可通过各大平台订购光明随心订的任意产品，随时随地享受送奶到家服务。

3. CHARACTER SETTING

The overall animation style is woody and retro tones, with music from the 50s and 90s, the whole animation has a strong sense of rhythm and can easily drive the viewer’s emotions.

整体动画风格偏木质复古的色调，配上50年代、90年代的音乐，整个动画节奏感极强，能够轻易带动观者情绪。

With the increasing development of Internet technology, Guangming Willbook began to develop online platforms. the whole animation has a strong sense of rhythm and can easily drive the viewer’s emotions.

随着互联网技术的日益发展，光明随心订开始发展线上平台。整体动画画风开始变成科技感的风格。

4. CAMERA VOICE DESIGN

At this time, the box is the work scene of the milkman: on the left side of the milk box is a huge telephone, holding a notepad in his hand. While listening to the phone, the text flew out of the phone, while recording xx households xx points in his notes to order xx months, and the milkman looked up. The content of the note was distributed to the top of the box, and a mother next to the xx household was helping her daughter measure her height and handed over milk; The phone Chinese flew in again, and the page content slid up.

此时箱体为送奶工的工作场景：奶箱中左边是一个巨大的电话，手里拿着一个记事本。牛奶工一边听着电话，电话中飞出文字，一边在笔记上记录xx户 xx点订购xx月数，送奶工抬头看。笔记内容发散到箱体上方，xx户旁边有个妈妈在帮女儿量身高，并递过牛奶；电话中文字再次飞入，页面内容上滑。

In the milk crate, the villain sits in the control room and constantly jumps out, the orders of various platforms, and the ordering classification of different milk (showing the type of milk). The interface pops up, and some interfaces show that the order was successful. Some screens show that they are in transit. The camera follows a pile of different kinds of bright product milk falling in above the milk crate, and the picture advances one of the bottles of milk synchronously. At this time, the door of the back panel opened, and a pair of hands came in to take the milk. After taking the milk, the background is revealed, and the background is Shanghai in the 21st century. A milkman enters from the left side of the box on an electric tuk-tuk.

奶箱里，小人坐在操控室里不断的跳出，各个平台的订单，与不同奶的订购分类（展示奶的种类）。界面跳出，有些界面显示订购成功。有些界面显示正在配送中。镜头跟随奶箱上方掉进来一堆不同种类的光明产品奶,画面同步推进其中一瓶牛奶。此时背板的门打开，一双手进来拿走牛奶。拿走牛奶后，展露出背景，背景是21世纪的上海。一个送奶工骑着电动三轮摩托车从箱体左边进入。

The line drawing shows the effect separately

线稿图单独展示效果

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

Comparison of line draft and scene display

线稿与场景展示对比效果

5. SPECIAL EFFEC

6. SPECIALEFFE

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER    /编剧&策划
SISI
—SPLIT MIRROR /分镜
MAZE QI / JINGJING LIN
—CONCEPTION    /元素设计
  JIAWEN XU
—ORIGINAL PAINTER  /原画师
    MINGYU LI
—MIDDLE PICTURE   /中间画
   ZEQI MA / JIAXUAN MA
—SCENE TEACHER    /场景师
KECHENG NI / JINGJING LIN
   ZEQI MA / NA GUO
—COLOR SETTING /色定
  JINGJING LI
—DIRECTOR /导演
  SHUIZHI YIN
—PRODUCTION /制片
LIJUAN ZHUANG
—ANIMATOR /动画师
    HONG HE / MINHUI ZHOU / YONG LIU
—CHECKER    /动检师
  M
—SYNTHESIS /合成
  HONG HE / MINHUI ZHOU / YONG LIU
—SOUND&MIX    /音效/混录/录音
    MINHUI ZHOU / DACHUI WANG
—MUSIC     /选曲
    MINHUI ZHOU / DACHUI WANG

9. UGLY INTRODUCTION

国内很丑的一家公司，拥有独立IP安戈力(UGLY)形象，在业务上定位于国内MG动画制作生产工厂。取名于英文单词UGLY（丑的含义），公司Slogan“丑从未如此艺术”，展现安戈力作为艺术创作理念及核心，安戈力形象在IP授权、衍生产品合作极度受市场欢迎。

UGLY uses AE, C4D, frame by frame, code and other high-tech methods to produce cutting-edge style MG animation works. Since its establishment in 2014, it has served more than 600 projects with a punctual delivery rate of 92.6%. It can simultaneously carry out up to 21MG animation production lines every month.

安戈力运用AE、C4D、逐帧、代码等高技术手段制作前沿风格MG动画作品，2014年成立至今服务600多个项目准时交付率高达92.6%，每个月能同步进行多达21条MG动画生产线。

Since its establishment, it has focused on the field of MG animation, and its influence has rapidly spread from Xiamen to cities such as Beijing, Shanghai and Guangzhou, and its footprints have gradually spread across all corners of the world. The current industry evaluation: MG animation = Angoli, UGLY= MG animation, has formed an industry symbol.

创立以来专注MG动画领域至今，影响力已经由厦门快速跨向北上广等城市，足迹也渐渐遍布世界各个角落。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。

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