《快手财报》MG动画——安戈力文化

—Client / 出品方
快手/特赞

—Project name & type/项目名称&类型
快手财报MG动画宣传片

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2023年03月30日

—Production cycle / 制作周期
45days

1. BACKGROUND PROJECT

The kuaishou quarterly financial report is imminent, so people need to intuitively feel the achievements of kuaishou in the last quarter, and strengthen cognition and understanding. Quote the kuaishou IP image “Xiaoliu”, “Xiaokuai” combined with the theme of spring, endow youth with flavor and highlight the vitality of the enterprise. The financial report data of kuaishou, which is very attractive for investment cooperation, needs a new way of expression. With the help of this kuaishou financial report video, let people know about the new, dynamic, young and prosperous kuaishou.

快手季度财报在即，需让人直观感受上一季度快手所获得的成就，强化认知和理解。引用快手IP形象小六、小快结合春天主题，赋予青春气息，彰显企业活力。快手极具投资合作吸引力的财报数据需要一种全新的表现方式。借助此次快手财报视频，让人通了解认识全新的、活力的、青春的、繁荣的快手。

2. STORYBOARD

The film is presented in the form of MG animation, which is vivid and interesting. It is brought in from the perspective of Xiaoliu Xiaokuai, incorporating financial report data into the video, combined with youthful and energetic visuals, to reflect the youthful image of the enterprise. With the clue of “Little Six Little Fast Spring Tour”, the film shows the achievements of Kwai in various fields and the prosperity of the enterprise. An express letter from spring; From rural revitalization to live streaming sales, from entertainment and culture to settling down for employment. Highlight the achievements and image of the enterprise in all aspects.

影片以MG动画的形式展现，生动有趣，以小六小快的视角带入，将财报数据植入视频中，配合青春、活力的画面，体现企业年轻的形象。影片以“小六小快的春天之旅”为线索，展现快手各个领域的成就，展现企业繁荣的景象。一封来自春天的快报；从乡村振兴到直播带货，从娱乐文化到安家就业。方方面面彰显企业成就与形象。

The video is divided into seven parts: village broadcast plan, quick employment, ideal home, users, short play, KuaiShou news, StreamLake, KuaiShou e-commerce

视频分为村播计划、快聘、理想家、用户、短剧、快手新知、StreamLake、快手电商七个部分的内容

The village broadcasting plan provides assistance for rural revitalization. More than 20 million users get revenue from KuaiShou platform。

村播计划为乡村振兴助力。超2000万用户从快手平台获得收入

Quickly hire thousands of students to complete employment. Cooperate with 5 million live streaming sessions throughout the year, and cooperate with 240000 enterprises in live streaming and job promotion。

快聘为万千学子完成就业。全年直播500万场次合作、直播带岗合作企业打24万家

Ideal home helps you find your ideal home. GTV over 10 billion yuan。

理想家为你找到理想的家。GTV超100亿元

The number of KuaiShou users grew steadily, the DAU reached 366 million, a year-on-year increase of 13.3%, and the number of cross related users exceeded 26.7 billion pairs。

快手用户规模稳健增长、DAU达3.66亿同比增长13.3%、互关用户突破267亿对。

The joy of short dramas is only known after watching them, with over 100 starry short dramas exceeding 100 million views。

短剧的快乐看了才知道、播放量破亿的星芒短剧超100部

KuaiShou new knowledge has covered more than 10 fields such as education and humanities。

快手新知已覆盖教育、人文等10多个领域。

Release the cloud brand StreamLake with a high-end and upscale atmosphere, providing a one-time audio and video+AI solution。

发布云品牌StreamLake高端大气上档次，提供一次性音视频+AI解决方案。

KuaiShou e-commerce buy buy buy. Annual GMV reached 901.2 billion。

快手电商买买买。全年GMV达9012亿

Annual revenue level exceeds expected growth。

全年营收水平超预期增长

The total annual revenue reached 94.2 billion yuan, a year-on-year increase of 16.2%

全年总收入达942亿元同比增长16.2%

The short film uses cartoon style characters and scene design to present the fourth quarter and annual financial report of KuaiShou in 2022 in a vivid and interesting way. At the same time, motion graphics and text descriptions are used to highlight the achievements of financial report data. On the screen, vivid and youthful color combinations are used to create a lively and friendly atmosphere。

短片采用了卡通风格的人物和场景设计，将快手2022年第四季度及全年财报以生动有趣的方式呈现出来。同时，利用动态图形和文字说明，突出了财报数据的成绩。在画面上，运用了鲜艳和青春的色彩搭配，营造出一种活泼和友好的氛围。

3. CHARACTER SETTING

KuaiShou Financial Report adopts bright warm yellow and bright green style. Draw a vibrant spring atmosphere with the present flat style, so that the whole animation short film has the charm of young fashion style and youthful atmosphere, and better show the achievements and vitality of KuaiShou as an excellent domestic enterprise.

《快手财报》采用明快的暖黄、亮绿调风格。用现扁平风格绘制充满活力的春天气息，使整个动画短片兼具年轻的时尚风格和青春气息的魅力，更好的展现快手作为优秀的国内企业的成就与活力。

4. CAMERA VOICE DESIGN

Starting from the spring trip, the creative proposal refines the yellow and green colors and emphasizes the spring atmosphere. In order to conform to the corporate image of KuaiShou, which is young and energetic, the brand concept of “going ahead bravely”, and in order to cooperate with the presentation of financial report data, the overall video rhythm is compact and full of movement. The storyline conveys the bold temperament of embarking on a journey of receiving goods together with Xiaoliu and Xiaokuai, and the bright and magnificent scenes reflect the youthful and modern fashion concept. The youthful and energetic picture style coincides with the young image of KuaiShou. Under the guidance of Xiaoliu and Xiaokuai, it makes people move with the painting and blend into it.

创意提案从春天之旅出发，提炼了其中黄绿色调，强调春天气息，为了符合快手年轻活力的企业形象，勇往无前的品牌理念，也为了配合财报数据的展示，整体视频节奏紧凑，运动感十足。故事脉络传递着与小六、小快共同开启收货之旅的率性气质，明快磅礴的场景体现青春而现代的时尚理念。青春活力的画面风格，和快手的年轻形象不谋而合，在小六、小快的引导下，令人随画而动，融入其中。

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
CHEN YALING
—SPLIT MIRROR /分镜
CHEN YALING   ZHUANG LIJUAN   MA ZEQI
—ORIGINALPAINTER/原画师
   ZHUANG YAN LI MINGYU
—SCENE TEACHER   /场景师
GUO NA   HU YITONG   LING JINGJING    MA ZEQI   YIJIUJIUSAN
—COLOR SETTING /色定
LI MINGYU
—DIRECTOR /导演
YING SHUIZHI
—PRODUCTION /制片
ZHUANG LIJUAN
—ANIMATOR /动画师
WANG JIAXU / M / LIU YINGDAN
WANG SHIGUO / NI JIJIAN / MA ZEQI
—CHECKER    /动检师
M
—SYNTHESIS /合成
WANG JIAXU
—SOUND&MIX    /音效/混录/录音
   CAO FENG

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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