《腾讯地图渠道选址》MG动画——安戈力文化

—Client / 出品方
腾讯地图

—Project name & type/项目名称&类型
《腾讯地图选址+渠道》MG动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2024年12月2日

—Production cycle / 制作周期
7 days

1. BACKGROUND PROJECT

Tencent Map’s channel distribution product, relying on the vibrant big data and complete technical system of the Tencent ecosystem, provides digital channel management solutions for the fast-moving consumer goods (FMCG) industry. By integrating multi-dimensional information collection, cleaning, and standardized governance, it builds a sales point database covering all channels. Based on functional modules such as hierarchical screening, intelligent district division, and route planning, it helps brands accurately identify potential markets, optimize visiting routes, and enhance distribution efficiency. Currently, it serves leading enterprises in the food and beverage, daily chemical, and other fields. In the future, it will continue to empower retail enterprises to achieve efficient upgrades of their channel networks through location big data.

腾讯地图渠道分销产品依托腾讯生态的鲜活大数据与完善技术体系，为快消行业提供数字化渠道管理解决方案。通过整合多维度信息采集、清洗与标准化治理，构建覆盖全渠道的售点数据库，并基于分层筛选、智能片区划分、路径规划等功能模块，帮助品牌精准识别潜力市场、优化拜访路线、提升铺货效率。目前已服务于食品饮料、日化等领域的头部企业，未来将持续通过位置大数据赋能零售企业实现渠道网络的高效升级。

2. STORYBOARD

When fast-moving consumer goods (FMCG) brands expand their offline channels, they encounter the challenge of managing a vast and fragmented network of sales points. The traditional model struggles to accurately assess the commercial value of hundreds of thousands of sales points, leading to blind spots in channel coverage, low visitation efficiency, and waste of marketing resources. From commercial complexes to street-side stores, brands need to quickly seize high-potential markets while establishing a scientific digital management system. This common industry predicament has given rise to an urgent demand for intelligent channel management tools.

快消品牌在拓展线下渠道时面临庞大而分散的售点网络管理难题——传统模式难以精准评估数十万计售点的商业价值，存在渠道覆盖盲区、拜访效率低下、营销资源浪费等痛点。从商业综合体到街边小店，品牌既要快速抢占高潜力市场，又需建立科学的数字化管理体系。这种行业普遍性困境，催生了对智能渠道管理工具的迫切需求。

The promotional content builds a technological aesthetic system using dynamic visual language. Flowing lines serve as the core visual symbol throughout, with curves symbolizing data flow weaving through urban buildings and geometric straight lines constructing a three-dimensional commercial network framework, creating a narrative of interplay between the real and the virtual.

宣传内容采用动态视觉语言构建科技美学体系。流动的线条作为核心视觉符号贯穿始终，既有象征数据流动的曲线穿梭于城市建筑之间，也有几何直线构筑的立体商业网络框架，形成虚实相生的空间叙事。

The visuals innovatively blend live-action footage with MG animation techniques: live-action shots focus on life scenes such as trying on clothes in a store and shopping in a supermarket, capturing the warmth of consumer behavior through meticulous lighting; the animated parts dynamically interpret technical functions like map navigation, heat distribution, and route planning with minimalist graphics, transforming abstract algorithms into concrete visual symbols.

画面创新融合实拍与MG动画技术：实拍镜头聚焦服装店试衣、超市采购等生活化场景，通过细腻的光影捕捉消费行为的温度；动画部分则以极简图形动态演绎地图导航、热力分布、路径规划等技术功能，将抽象算法转化为具象视觉符号。

The color system is based on tech blue and ivory white to establish a professional tone, with the flowing trajectories of orange light points symbolizing the vitality of data and balancing the coldness of technological tools with warm tones, infusing humanistic care into the rational framework.

色彩系统以科技蓝与象牙白奠定专业基调，橙色光点的流动轨迹既隐喻数据活力，又通过暖色调平衡科技工具的冰冷感，在理性框架中注入人文关怀。

3. CHARACTER SETTING

The product focuses on the full digital transformation of the fast-moving consumer goods (FMCG) industry, deeply integrating geographic information technology with business insights. By building a closed-loop system of “data governance – potential identification – path optimization – precise marketing”, it not only addresses the practical problems such as high channel management costs and slow market response, but also redefines the relationship between people, goods, and places – enabling brands to reconstruct their distribution networks in a data-driven manner, transforming the originally fragmented offline touchpoints into quantifiable growth engines, and ultimately driving the FMCG industry into a new stage of refined and intelligent channel management.

产品着眼于快消行业全链路数字化转型，将地理信息技术与商业洞察深度融合。通过构建”数据治理-潜力识别-路径优化-精准营销”的闭环系统，不仅解决了渠道管理成本高、市场响应慢等现实问题，更重新定义了人货场关系——让品牌能以数据驱动的方式重构分销网络，将原本割裂的线下触点转化为可量化运营的增长引擎，最终推动快消行业进入精细化、智能化的渠道管理新阶段。

4. CAMERA VOICE DESIGN

The core of this creative lies in the emotional translation of technological value. By combining and transforming life scenes with data images, it constructs a logic of “user needs – business decisions – technological empowerment”: consumers pausing in front of supermarket shelves are mirrored by dynamically updated heat maps of product selection, and the fitting mirrors in clothing stores are ingeniously transformed into data analysis interfaces, making technological tools a bridge connecting the hustle and bustle of daily life with the digital world.

此片创意核心在于实现技术价值的情感化转译。通过生活场景与数据图景结合与转换，构建起「用户需求-商业决策-技术赋能」的逻辑：超市货架前驻足的消费者与动态更新的选品热力图形成镜像对照，服装店的试衣镜巧妙转化为数据分析界面，使技术工具成为连接市井烟火与数字世界的桥梁。

Visual metaphors are strategically employed to enhance value recognition – the interwoven traffic network corresponds to the allocation of business resources, the flowing light points symbolize the trajectories of consumer behavior, and the data links between buildings represent the interconnection of industrial ecosystems. When presenting hard-core functions such as LBS positioning and traffic avoidance, technical parameters are deliberately downplayed, and instead, emotional touchpoints like the relaxed brows of store owners and smooth gestures when planning routes are used to anchor the tool value in the proposition of “returning business to humanity”, ultimately achieving a cognitive leap from functional communication to brand concept elevation.

策略性运用视觉隐喻强化价值认知——交织的交通网络对应商业资源调配，流动的光点象征消费行为轨迹，建筑群间的数据纽带则指代产业生态互联。在呈现LBS定位、限行规避等硬核功能时，刻意弱化技术参数，转而通过店主舒展的眉头、规划路线时流畅的手势等情感触点，将工具价值锚定在「让商业回归人性」的价值主张，最终完成从功能传播到品牌理念升华的认知跃迁。

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

—SCRIPTWRITER /编剧&策划
HANHAI
—STORYBOARD /分镜
HANHAI
—SCENE TEACHER /场景师
YUN WANG/JIALE CAI / YANG REN
—COLOR SETTING /色定
YANG REN
—PRODUCTION   /制片
XIAOXIN
—ANIMATOR /动画师
   JIAXU WANG / MINHUI ZHOU / BOQIANG ZHAO
—CHECKER /动检师
WEIDONG ZHA / M
—EDITING    /剪辑
HANHAI
—SYNTHESIS    /合成
BOQIANG ZHAO
—SOUND&MIX    /音效/混录/录音
   BOQIANG ZHAO / JIAXU WANG / MINHUI ZHOU

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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