《美团买药》MG动画——安戈力文化

Client / 出品方
美团

—Project name & type/项目名称&类型
《美团买药》MG动画

—Production House/制作方
UGLY/安戈力

—Production Date/产出时间
2024年8月11日

—Production cycle / 制作周期
24 days

1. BACKGROUND PROJECT

In the commercial operation of the pharmaceutical industry, challenges are everywhere. Meituan Buy Pharmacy has specially launched the HEALTH business growth model. The six key modules are designed to use advanced scientific and technological means to help merchants deeply understand user needs, quickly adapt to and layout the instant retail market. Meituan Buy Pharmacy firmly believes that the empowerment of digital tools can promote the sustainable and healthy development of the pharmaceutical industry.

在医药行业的商业运营中，挑战无处不在，美团买药为此特别推出了HEALTH经营增长模型。六个关键模块，旨在利用先进的科技技术手段，帮助商家深入了解用户需求，迅速适应并布局即时零售市场。美团买药坚信通过数字化工具的赋能，可以促进医药行业持续健康发展。

Meituan Medicine not only hopes to become your business growth partner, but also hopes to work together to maintain the health of every Chinese family. Let us work together to interpret the promise of “Let Health Accompany Everyone” with actions.

美团买药不仅希望成为您业务成长的伙伴，更希望能够携手同行，共同维护每一个中国家庭的健康。让我们一起，用行动诠释“让健康相伴每个人”的承诺。

2. STORYBOARD

The film adopts MG animation format, cleverly combining Meituan’s iconic colors with a flat technology style, coupled with a delicate matte texture and a wide range of scenes, showing a unique visual charm in a 16:9 screen ratio.

影片采用MG动画形式，巧妙融合了美团标志性的色彩与扁平化的科技风格，再配以细腻的磨砂质感及开阔的大景别，在16:9的屏幕比例下展现独特的视觉魅力。

The film adopts a general-specific narrative format. The opening introduces the problems of optimizing the purchase of medicines by consumers, accumulating customer assets and formulating personalized promotion strategies, and then introduces the HEALTR business growth model launched by Meituan Medicine – the ultimate solution to this series of problems. Then, the six core sections under the model are introduced – looking at business, increasing traffic, building mind, optimizing supply, promoting sales, and sinking assets. The entire process is online, just to generate a one-stop business terminal that directly faces users.

影片采用总分叙述形式，开篇引出消费者买药调优、沉淀客户资产与制定个性化推广策略问题，随后引出美团医药推出HEALTR经营增长模型——这一系列问题的终极解决方案。接着介绍模型下的六大核心板块——看经营、提流量、建心智、优供给、促销售、沉资产，全流程线上化，只为生成直面用户的一站式经营终端。

Meituan Medicine adheres to the lofty mission of “Let health be with everyone”, constantly explores the application of digital means in the medical field, drives the development of the industry forward, and works with partners to build and protect the health barrier of Chinese families.

美团买药秉承“让健康相伴每个人”的崇高使命，不断探索数字化手段在医药领域的应用，推动行业向前发展，与合作伙伴一同构建和保护中国家庭的健康屏障。

3. CHARACTER SETTING

In terms of visual presentation, a warm yet elegant yellow and white tone is used to create a sense of open space. At the same time, a gradient matte effect is used to create an artistic effect of virtual and real interaction, making the overall design simple yet layered.

在视觉呈现上，采用了温馨而不失高雅的黄白色调，营造出一种开阔的空间感，同时通过渐变的磨砂效果创造出虚实相生的艺术效果，使整体设计既简约又富有层次。

In terms of music and sound effects, the technological electronic sound matches the animation perfectly, enhancing the immersiveness of the viewing experience.

音乐音效方面，科技感电子音与动画完美契合，增强了观影体验的沉浸感。

In the camera transition, the flexible use of push-pull-pan and tilt gives the static picture a sense of movement while improving the overall narrative rhythm. It not only injects vitality into the static picture, but also effectively improves the narrative rhythm of the story.

在运镜转场上，灵活使用推拉摇移赋予静态画面以动感的同时提升整体叙事节奏。不仅为静态画面注入了生命力，还有效地提升了故事的叙述节奏。

4. CAMERA VOICE DESIGN

At the beginning of the film, the combination of zooming and panning shots shows the challenges of instant retail layout. Then the Meituan logo appears in a rolling dynamic way, and the six modules slowly rise around it, eventually converging into a complete system, symbolizing the creation of a one-stop business platform. Next, the screen turns to the Meituan drug purchase interface, which vividly interprets how it comprehensively guides merchants’ business decisions through the flow and convergence of lines.

影片开头，拉镜与移镜配合，展现了即时零售布局的挑战。随后美团logo以翻滚动态方式登场，六大模块随之围绕其缓缓升起，最终汇聚成一个完整的体系，象征着一站式经营平台的生成。接下来，画面转向美团买药的操作界面，通过线条的流动与汇集，生动诠释了其如何全面指导商家的商业决策。

In the middle part, each core dimension has its own visual expression: the operation is intuitively displayed through data charts to show the changes in user behavior; the traffic is cleverly combined with dynamic elements to illustrate how to efficiently identify and attract target user groups; the mind building part emphasizes the importance of multi-channel communication through repeated composition and dynamic display of page elements; supply optimization uses a strong perspective effect to ensure the clarity of information transmission; the sales promotion stage increases the visual richness through the use of oblique lenses; and in the asset sinking stage, the rapid lens advancement and zooming out add vitality to the entire film.

在中段部分，每个核心维度都有专属的视觉表现：看经营通过数据图表直观展示了用户行为的变化；提流量则通过动态元素的巧妙结合，形象地说明了如何高效地识别并吸引目标用户群体；建心智部分，通过反复出现的构图与页面元素的动态显示，强调了多渠道传播的重要性；供给优化则采用了强烈的透视效果，确保了信息传递的清晰度；促销售阶段，通过斜角镜头的应用，增加了视觉上的丰富性；而在沉资产环节，快速的镜头推进与拉远，为整部影片增添了活力。

At the end, the camera slowly pans to the picture of lines spiraling up in the grid background, accompanied by the slogan “Let health accompany everyone”, which once again emphasizes Meituan Buy Medicine’s firm belief in serving the public sincerely, devoting itself to empowering the pharmaceutical industry, and building a Chinese family health protection network.

结尾处，镜头缓缓摇至线条在网格背景中螺旋上升的画面，伴随着“让健康相伴每个人”的slogan，再次强调了美团买药诚挚服务大众、致力赋能医药行业，共建中国家庭健康守护网的坚定信念。

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

—STORYBOARD /分镜
ZHUOLUN SUI / YUN WANG/
HAN ZHANG / YUANYUAN GUO/
XUNJING ZHENG / JIALE CAI/
QISHI LIU/HUI LI / XIXIJIANG/
ZHUOLUN SUI
—ORIGINALPAINTER /原画师
JIALE CAI / YANG CHEN/ KUN CAO /
BING HAN/ YANJUN CHEN / ZI JU/
LIUYA XU / YING JIAN /
CHUNYAN CHENG/ XUNJING ZHENG /
YUQING LAI / LUYAO BAI/
ZHUOLUN SUI / SANMEN YU / JING SHUI
—COLOR SETTING /色定
ZHUOLUN SUI
—PRODUCTION   /制片
   ZHUOLUN SUI / DONGDONG ZHOU
—ANIMATOR /动画师
MINHUI ZHOU / JIAXU WANG / QIAN HUANG/ JIAYI ZHOU / YUXI ZHOU / YU HU / CHAO LIU
—CHECKER /动检师
ZHUOLUN SUI
—SOUND&MIX    /音效/混录/录音
YUEXI ZHAN

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
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