《京东厨房大家电》MG动画——安戈力文化

—Client / 出品方
京东
—Project name & type/项目名称&类型
京东厨房大家电
—Production House / 制作方
UGLY/安戈力
—Production Date/产出时间
2022年05月03日
—Production cycle / 制作周期
10days

1. BACKGROUND PROJECT

JD.com is a comprehensive online retailer in China. It is one of the most popular and influential e-commerce websites in China’s e-commerce field. It sells home appliances, digital communications, computers, household goods, clothing, mother and baby, books, food online. , online travel and other 12 categories, tens of thousands of brands and millions of high-quality products.

京东是中国的综合网络零售商，是中国电子商务领域受消费者欢迎和具有影响力的电子商务网站之一，在线销售家电、数码通讯、电脑、家居百货、服装服饰、母婴、图书、食品、在线旅游等12大类数万个品牌百万种优质商品。

2. STORYBOARD

In the installation of household appliances in modern society, the demand for “integrated solutions” has become the norm. In this promotional video for kitchen appliances in JD’s major appliances, various “integrated” types of kitchen appliances are displayed, such as Water heaters, range hoods, integrated steaming and roasting stoves, steaming, roasting and frying machines, dishwashers, disinfection cabinets, etc. JD.com will continue to leverage the platform’s own advantages to provide consumers with more convenience, worry-free and cost-effective kitchen appliance refurbishment solution.

在现代社会家庭的家电安装，“一体化解决方案”的需求已经成为常态，本次为京东大家电中的厨房电器制作的宣传短片中，展示了多种“一体化”类型的厨房家电，如热水器、吸油烟机、蒸烤一体集成灶、蒸烤炸一体机、洗碗机、消毒柜等等，京东将继续发挥平台的自身优势，为消费者提供更便捷、更省心、性价比更高的厨电焕新解决方案。

3. CHARACTER SETTING

The short films are roughly divided into six categories. The main six categories of home appliances are combined with their different appearance characteristics and performance, and then anthropomorphic designs are carried out respectively.

短片大体分为六类，将主要的六大类家电结合它们的不同的外观特点、性能，再分别进行拟人设计。

4.CAMERA VOICE DESIGN

We use the comic format to compose the picture, divide one picture into 2-3, simply and clearly show the various functions of an electrical appliance, which not only enriches the picture, but also increases the interactivity and interest of the picture. By directly displaying the product features of each kitchen appliance in words, combined with the background music and slogans with a strong sense of rhythm, it is magical and interesting, and it is easy for the audience to have a deep memory of Jingdong kitchen appliances.

我们采用漫画分格式构图，将1个画面分割成2-3个，简单明了得展示一个电器的多种功能，既做到了丰富画面，又增添了画面的的互动性与趣味性。通过用文字直接展示各厨房电器的产品特点，结合节奏感极强的背景音乐与宣传语，魔性又有趣，容易让观众对京东厨房大家电产生深刻的记忆点。

The line drawing shows the effect separately

线稿图单独展示效果

Character line draft and color display contrast effect

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 EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划
     YUEWEI
—SPLIT MIRROR    /分镜
    SHIBA LI
—CONCEPTION   /元素设计
    MENGMENG GU   XIAO ZHUZHAI   GONGCHENG \RAINBOW
—ORIGINAL PAINTER /原画师
   MENGMENG GU   XIAO ZHUZHAI \GONGCHENG \RAINBOW
—MIDDLE PICTURE     /中间画
  MENGMENG GU\XIAO ZHUZHAI GONGCHENG \RAINBOW
—SCENE TEACHER       /场景师
  MENGMENG GU\XIAO ZHUZHAI GONGCHENG \RAINBOW
—COLOR SETTING /色定
  MENGMENG GU\XIAO ZHUZHAI   GONGCHENG \RAINBOW
—DIRECTOR       /导演
  SHUIZHI YIN
—PRODUCTION     /制片
  SISSI
—ANIMATOR    /动画师
   SHENGUO WANG\ JIAXU WANG HONG HE\ YONG LIU
—SPECIAL EFFECT    /特效师
  SHENGUO WANG\ JIAXU WANG
HONG HE\ YONG LIU
—CHECKER    /动检师
  SHENGUO WANG\ JIAXU WANG HONG HE\ YONG LIU
—EDITING        /剪辑
   SHENGUO WANG\ JIAXU WANG HONG HE\ YONG LIU
—SYNTHESIS       /合成
SHENGUO WANG\ JIAXU WANG
HONG HE\ YONG LIU
—SOUND&MIX /音效/混录/录音
  FENG CAO
—VOICE ACTOR    /配音演员
    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。