《天猫端午鲜粽品类日》MG动画——安戈力文化

—Client / 出品方
天猫
—Project name & type/项目名称&类型
天猫端午鲜粽品类日MG动画
—Production House / 制作方
UGLY/安戈力
—Production Date/产出时间
2022年06月28日
—Production cycle / 制作周期
20days

1. BACKGROUND PROJECT

Tmall super category activity is a promotional activity carried out by Tmall and merchants. After the merchants apply, the platform will screen out qualified and high-quality merchant products through review, and then carry out brand day activities to promote and promote high-quality products.

天猫超品日活动是天猫联合商家进行的一种促销活动。商家申请后平台通过审核筛选出合格优质的商家产品，再进行品牌日的活动，宣传促销优质商品。

2. STORYBOARD

The products sold in this Tmall Chaopin Day event are traditional Chinese delicacies – zongzi. Tmall Chaopin Shopping brings you a small and small zongzi weighing 100g, healthy and low-calorie zongzi. There are all kinds of zongzi, such as lightly light zongzi, fresh and delicious zongzi, etc., to meet the various needs of everyone who loves zongzi, there is always a zongzi for you!

本次天猫超品日活动售卖的商品的是中国特色传统美食——粽子，天猫超品购为大家带来了重量在100g的小小小小小小一点的粽子、健康热量低的轻轻轻轻轻轻一点的粽子、新鲜味道美的鲜鲜鲜鲜鲜鲜一点的粽子等各式各样的粽子，满足各位爱粽人士的各种需求，总有一款粽子适合你！

3. CHARACTER SETTING

The short film is mainly divided into three parts. With various types of zongzi as the protagonists, various kinds of naughty, cute and cute zongzi are designed. There are small zongzi that are compared with normal-sized zongzi, and some contain whole grains. The light and gentle rice dumplings, as well as the fresh and fresh rice dumplings with guaranteed freshness and delicious taste, anthropomorphize all kinds of rice dumplings, and use the costumes of rice dumplings, with scene props, to express the different differences of various kinds of rice dumplings in a simple and clear way.

短片主要分为三个部分，以各种类型的粽子为主角，设计了调皮的、可爱的、Q萌的各类粽子，有与正常大小的粽子做对比的小小小粽，有包含五谷杂粮的轻轻轻粽，还有质保新鲜味道鲜美的鲜鲜鲜粽，将各类粽子拟人化，以粽叶的服装，搭配场景道具，简单明了的表达了各类粽子的不同区别。

4. CAMERA VOICE DESIGN

The first part used the method of comparison. First, the big zongzi could not be clamped and then fell, and then the diving competition with the small zongzi, but lost the competition because of being too big, showing the small size of the small zongzi; the second part passed Zongzi danced “Liu Genghong” with us, and the rolled up tornado brought a lot of healthy grains. After being fitted with the Zongzi, it formed a healthy and light food Zongzi; the third part is to give the newly made Zongzi The 45-day warranty is labeled, and then let the zongzi ride on the rocket and come to everyone’s table quickly, so that everyone can eat the super fresh zongzi!

第一部分运用了对比的手法，先是大粽子夹不起来后掉落，再是与小小粽进行跳水比赛，但是因为体型过大输掉了比赛，展示了小小粽的小；第二部分通过粽子与我们一同跳着“刘畊宏”，运动卷起的龙卷风带来了许多健康的五谷杂粮，在与粽子嵌合后形成了健康轻食的轻食粽；第三部分通过给刚制作完成的粽子打上质保45天的标签，再让粽子坐上火箭用飞速来到大家的餐桌上，让大家吃上超级鲜鲜鲜的粽子！

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 EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER    /编剧&策划
BEI JING YANG SI
—SPLIT MIRROR /分镜
SHIBA LI
—CONCEPTION    /元素设计
YANHONG SHEN YANG\HONGRUI CHEN
—ORIGINAL PAINTER /原画师
  YANHONG SHEN YANG\HONGRUI CHEN
—MIDDLE PICTURE   /中间画
YANHONG SHEN\YANG\HONGRUI CHEN
—DIRECTOR    /导演
SHUI ZHI YIN
—PRODUCTION     /制片
SISS
—SCENE TEACHER    /场景师
   YANHONG SHEN\YANG\HONGRUI CHEN
—COLOR SETTING   /色定
YANHONG SHEN\YANG\HONGRUI CHEN
—ANIMATOR /动画师
m\QINGTIAN YU \YONG LIU
—SPECIAL EFFECT /特效师
m\QINGTIAN YU \YONG LIU
—CHECKER    /动检师
  m\QINGTIAN YU \YONG LIU
—EDITING     /剪辑
  m\QINGTIAN YU \YONG LIU
—SYNTHESIS /合成
    m\QINGTIAN YU \YONG LIU
—SOUND&MIX    /音效/混录/录音
  DACHUI WANG
—VOICE ACTOR /配音
  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。