《笑纳酱酒》拼贴动画——安戈力文化

—Client / 出品方
笑纳酱酒

—Project name & type/项目名称&类型
笑纳酱酒拼贴动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2024年10月21日

—Production cycle / 制作周期
45 days

1. BACKGROUND PROJECT

In China’s long-standing wine culture, Xiaona sauce wine is like a brilliant new star, quietly rising. Xiaona Sauce Wine, adhering to the concept of “meeting friends with wine and overcoming difficulties together”, has quickly won the love of a large number of consumers. The brand name “Xiaona” is derived from the ancient Chinese concept of accepting friends with a smile, symbolizing the ability to face each stage of life with a peaceful heart, share happiness with a cup of good wine, and resolve worries.

在中国悠久的酒文化中，笑纳酱酒犹如一颗璀璨的新星，悄然升起。笑纳酱酒，秉承着“以酒会友，共克时艰”的理念，迅速赢得了广大消费者的喜爱。品牌名称“笑纳”，取自古人以微笑接纳朋友之意，寓意着在人生的每一个阶段，都能以一颗平和的心去面对，用一杯好酒去分享快乐，化解忧愁。

Xiaona sauce wine is not only a beverage, but also an emotional attachment. It not only focuses on the quality of the wine, but also attaches great importance to the cultural heritage and emotional exchange behind the wine. Each bottle of Xiaona sauce wine contains rich cultural connotations. From material selection to brewing, every step is strictly controlled, striving to present the purest sauce flavor to every wine lover.

笑纳酱酒不仅仅是一种饮品，更是一种情感的寄托。它不仅仅关注酒的品质，更重视酒背后的文化传承与情感交流。每瓶笑纳酱酒都蕴含着丰富的文化内涵，从选材到酿造，每一个环节都严格把关，力求将最纯正的酱香风味呈现给每一位爱酒之人。

2. STORYBOARD

The visual design of Xiaona Sauce Wine perfectly interprets the brand’s tone. This film adopts warm and textured color tones, cleverly blending traditional Chinese elements with modern design, creating a classic and fashionable atmosphere. This design not only catches the eye, but also complements the profound cultural heritage of Xiaona Sauce Wine. In the film, both the antique decoration and the crystal clear Baijiu seem to bear the precipitation and story of years, so that people can feel the profound feelings and values conveyed by the brand while tasting the good wine. In terms of overall design, the exquisite illustrations and delicate text layout not only highlight the high-end image of the product, but also increase the brand’s affinity.

笑纳酱酒的视觉设计，完美诠释了品牌的调性。本次影片采用了温暖而富有质感的色调，巧妙融合了传统中国元素与现代设计感，营造出一种既经典又时尚的氛围。这种设计不仅让人眼前一亮，更与笑纳酱酒深厚的文化底蕴相得益彰。影片中，无论是古色古香的装饰，还是晶莹剔透的白酒，都仿佛承载着岁月的沉淀与故事，让人在品味美酒的同时，也能感受到品牌所传递的深厚情感与价值观。整体设计上，通过精美的插画与细腻的文字排版，不仅突出了产品的高端形象，也增加了品牌的亲和力。

In ancient times, Wu Song left behind a legend of fighting tigers at Jingyanggang, and now Zhang Wei has the courage to fight wild beasts alone.

古有武松于景阳冈留下打虎传奇，今有张伟孤身斗猛兽之勇。

The cold wind of unemployment, the shackles of mortgage and car loans, all around are insurmountable difficulties.

失业的寒风，房贷车贷的枷锁所困，四周皆是难以逾越的难关。

Can the fine wine in the cup provide me with a hint of comfort?

杯中佳酿，是否能让我寻得一丝慰藉？

Don’t frown. Come and taste this newly arrived fine wine, get drunk and relieve a thousand worries. The boat will naturally straighten out when it reaches the bridge. This wine is like our life, with endless aftertaste.

别愁眉苦脸。来尝尝这刚到的美酒，一醉解千愁，船到桥头自然直。这酒就像我们的生活，回味无穷。

In the cups, not only does the sweetness of fine wine flow, but it also contains infinite possibilities for cooperation and win-win outcomes.

杯盏之中，不仅流淌着佳酿的甘醇，更蕴含着合作共赢的无限可能。

A hero in wine, smiling at life, let us walk side by side and create our own heroic cause together.

酒中豪杰，笑对人生，让我们并肩而行，共同开创属于我们的英雄事业。

3. CHARACTER SETTING

In the use of camera language, Xiaona Sauce Wine also demonstrates extraordinary creativity and expressiveness.

在镜头语言的运用上，笑纳酱酒同样展现出了非凡的创意与表现力。

At the beginning of the film, a thrilling scene of “Wu Song Fighting the Tiger” catches the audience’s attention, creating a tense and stimulating atmosphere through exaggerated techniques and the combination of black, white, and gray colors. Subsequently, as the screen turned, the protagonist Zhang Wei woke up from his dream, and the pressures and difficulties of real life were presented one by one, forming a strong visual and emotional contrast.

影片开篇，便以一场惊心动魄的“武松打虎”戏码吸引观众眼球，通过夸张的手法与黑白灰的色彩搭配，营造出一种紧张而刺激的氛围。随后，画面一转，主角张伟从梦中惊醒，现实中的生活压力与困境逐一呈现，形成强烈的视觉与情感对比。

In the scenes of friends visiting, tasting wine together, and discussing entrepreneurial ideas, the film showcases a positive attitude towards life and entrepreneurial spirit through bright colors, warm composition, and vivid animation effects. The clever use of color matching and composition not only enhances the attractiveness of the content, but also allows the audience to feel the brand culture and product characteristics conveyed by Xiaona Sauce in a relaxed and pleasant atmosphere.

而在朋友到访、共同品酒、讨论创业想法的场景中，影片则通过明亮的色彩、温馨的构图以及生动的动画效果，展现出一种积极向上的生活态度与创业精神。这种色彩搭配与构图的巧妙运用，不仅增强了内容的吸引力，更让观众在轻松愉快的氛围中感受到了笑纳酱酒所传递的品牌文化与产品特色。

4. CAMERA VOICE DESIGN

In terms of visual expression, the film uses a large number of warm colors, such as golden under the sunset, amber in the wine, etc. These colors not only add beauty to the picture, but also effectively convey the brand’s warm and positive emotions. In addition, the film cleverly uses light and shadow contrast to enhance the story’s sense of hierarchy and drama. For example, when depicting Zhang Wei’s inner struggles, darker tones were used in the picture, while bright lighting was used to create a warm and harmonious atmosphere when showing scenes of friends gathering together.

在视觉表达上，影片运用了大量的暖色调，如夕阳下的金黄、酒液中的琥珀色等，这些色彩不仅增添了画面的美感，也有效传达了品牌温暖、积极的情感。此外，影片还巧妙地使用了光影对比，增强了故事的层次感和戏剧性。例如，在表现张伟内心挣扎时，画面采用了较暗的色调，而在展现朋友相聚的场景时，则使用了明亮的灯光，营造出温馨和谐的氛围。

Through a series of carefully designed camera language and visual expression techniques, Xiaona Sauce Wine not only successfully tells the brand story, but also deeply expresses its core values – no matter how difficult it encounters, as long as there is love in the heart and friends around, there are no obstacles that cannot be overcome. Xiaona Sauce Wine, willing to laugh with you in life and spend beautiful time together.

通过这样一系列精心设计的镜头语言和视觉表达手法，笑纳酱酒不仅成功地讲述了品牌故事，更深刻地表达了其核心价值观——无论遇到多大的困难，只要心中有爱，身边有朋友，就没有克服不了的障碍。笑纳酱酒，愿与您一同笑对人生，共度美好时光。

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划
YENING GUO / DONGDONG
—STORYBOARD /分镜
YUXIN LIU
—CONCEPTION    /元素设计
SILI
—ORIGINALPAINTER /原画师
   SILI / SHIJIU HUA
—MIDDLEPICTURE /中间画
   JIALE CAI / DAXI
—SCENE TEACHER /场景师
YUANLIU/SILI / SHIJIUHUA
—COLOR SETTING /色定
SILI / YISHA SUN
—DIRECTOR    /导演
SHUIZHI YIN
—PRODUCTION   /制片
ZUOSHAN
—ANIMATOR /动画师
   MINGHUI ZHOU / SHIGUO WANG
—SPECIAL EFFECT   /特效师
MINGHUI ZHOU / SHIGUO WANG
—CHECKER /动检师
LIJUAN ZHUANG
—SYNTHESIS    /合成
SHIGUO WANG
—SOUND&MIX    /音效/混录/录音
   SUNJIAN
—VOICE ACTOR /配音演员
A

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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