《鹰潭农商行拜年》MG动画——安戈力文化

—Client / 出品方
鹰潭农商银行

—Project name & type/项目名称&类型
《鹰潭农商行拜年》MG动画

—Production House / 制作方
UGLY/安戈力

—生产日期/产出时间
2024年02月06日

—生产周期 / 制作周期
18天

1. BACKGROUND PROJECT

With the coming of the the Year of the Loong Spring Festival, Yingtan Rural Commercial Bank, together with its IP – Eagle Xiaobei, offers warm New Year wishes to its customers. I sincerely wish you a new atmosphere of the the Year of the Loong Year Spring Festival, a golden dragon in your family, and everything in the the Year of the Loong Year is auspicious!

在龙年新春即将到来之际，鹰潭农商银行携旗下IP——鹰小贝，向广大客户献上满载温情的新春祝福，衷心恭祝您龙年春节新气象，金龙进家福满堂，龙年事事皆吉祥！

2. STORYBOARD
Starting with the sound of drums and gongs full of Chinese New Year atmosphere, Yingtan Rural Commercial Bank’s IP Eagle Xiaobei rode a dragon and made a brilliant debut! With the blessing words of the new year of the the Year of the Loong, such as the new weather of the new spring, golden dragon entering the home, tasting happiness twice, everything is auspicious, etc., as the narration of the film, the sincerity of Yingtan Rural Commercial Bank to offer new year wishes to its customers is conveyed.

由充满过年氛围的锣鼓声开场，鹰潭农商银行旗下IP鹰小贝骑祥龙闪亮登场！以龙年新春新气象，金龙进家进百福，幸福加倍尝，事事皆吉祥等祝福语作为影片旁白，传递鹰潭农商银行向广大客户献新年祝福的诚意。
The film skillfully uses Paper Cuttings and watercolor styles, combined with the transition technique of Eagle Xiaobei riding auspicious dragons, to organically integrate the strong ancient scenes with the financial products of the Rural Commercial Bank, and perfectly display the brand image and services of Yingtan Rural Commercial Bank. It is a unique New Year animation that combines brand New Year greetings, IP display, and product display.

影片巧妙利用剪纸与水彩风格，结合鹰小贝骑祥龙穿梭的转场手法，将浓厚古风年味场景与农商行理财产品有机融合，完美展示鹰潭农商银行的品牌形象与服务。是一部集品牌新春祝福、IP展示与产品展示于一体的特色拜年动画。

3. CHARACTER SETTING

As the protagonist of the film, Eagle Xiaobei injects a unique brand imprint of a rural commercial bank into the film with his cute image and childlike voice, which is highly communicative and approachable.

作为影片的主角，鹰小贝凭借其高传播力和亲和力的可爱形象与孩提奶音，为影片注入了独特的农商行品牌印记。

In terms of creative conception, the setting of Eagle Xiaobei riding an auspicious dragon freely shuttles through, smoothly connecting a series of scenes such as the auspicious cloud sky, the ancient house gate, and the indoor New Year’s Eve dinner, bringing a vivid animation full of Chinese New Year narrative to the audience;

创意构思上，鹰小贝骑祥龙自由穿梭的设定，丝滑串联起祥云天空、古宅大门、屋内年夜饭等一系列场景，为观众带来一副充满新春叙事的生动动画；

In terms of copywriting design, a sophisticated and auspicious blessing style is adopted throughout the entire film, reflecting the sincere care of Yingtan Rural Commercial Bank as the bank of Yingtan People’s Republic for its customers;

文案设计上，采用考究的平仄有致的吉祥祝福文案贯穿全片，体现鹰潭农商银行作为鹰潭人民自己的银行对广大客户的真挚关怀；

In terms of visual style, Paper Cuttings, watercolor style and Chinese red tone are integrated into the whole film, plus antique architectural scenes, traditional Chinese patterns of auspicious dragons and clouds, as well as lanterns, firecrackers, fireworks, New Year’s Eve dinner and other elements, which together arouse the audience’s good memories of the Spring Festival.In terms of musical sound effects, the powerful sound of gongs and drums complements the cheerful New Year music. The overall visual style and music sound effects complement each other, immersing the audience in a strong New Year atmosphere!

在视觉风格上，剪纸与水彩风格、中国红色调统合全片，外加古色古香的建筑场景、祥龙祥云的中国传统纹样、以及灯笼、鞭炮、烟花、年夜饭等元素，共同唤起了观众对春节的美好回忆。音乐音效上，铿锵有力的锣鼓声与欢快的新春音乐相得益彰。整体画面风格与音乐音效相辅相成，将观众沉浸式体验浓厚新春气氛！

4. CAMERA VOICE DESIGN

The plot development of this film revolves around Eagle Xiaobei’s New Year greetings.

本片的剧情发展围绕鹰小贝新春祝福展开。

The combination of Eagle Xiaobei and Yingtan Rural Commercial Bank’s final logo with KV as the opening theme, paired with traditional gong and drum sounds, has established a bright and auspicious tone; Then, with the flashing screen transition, the audience is introduced into the New Year’s greetings scene, and the setting of Eagle and Little Bay riding auspicious dragons freely shuttles is used to lead the audience to experience the special perspective of heaven and earth, which is refreshing; The narration in the middle and back sections, soaring freely like an eagle, cleverly combines with the images of agricultural and commercial financial products to showcase the unique products of Yingtan Agricultural and Commercial Bank; Then transition from cheers and silky slides to the scene of the New Year’s Eve dinner, rendering the atmosphere of the Chinese New Year to its climax; Use red envelopes to rush through the transition to the end of KV release. In just half a minute, we bring to the audience a unique New Year animation that combines brand New Year greetings, IP displays, and product displays, full of lively and enthusiastic atmosphere.

以鹰小贝与鹰潭农商行落版LOGO联合KV作为开篇搭配传统锣鼓声，奠定了明快吉祥的基调；再以闪光开屏转场将观众引入新春拜年场景，利用鹰小贝骑祥龙自由穿梭的设定带领观众领略上天入地的特殊视角令人耳目一新；中后段像鹰一样自由翱翔的旁白与农商理财产品画面自然结合巧妙展示鹰潭农商银行特色产品；再由干杯丝滑转场至年夜饭场景将新春气氛渲染到顶点；利用红包冲过转场到结尾KV落版。短短半分钟为观众带来一支集品牌新春祝福、IP展示与产品展示的充满明快热烈气氛的特色拜年动画。

The overall use of a variety of mirror manipulation techniques and the Spring Festival characteristics of the sound effect design to present the new atmosphere of the Spring Festival of the the Year of the Loong from Yingtan Rural Commercial Bank to the audience. Golden dragons are full of family blessings, and everything in the the Year of the Loong is auspicious and sincere!整体采用多样化的运镜手法与新春特色的音效设计呈现鹰潭农商银行对观众龙年春节新气象，金龙进家福满堂，龙年事事皆吉祥的诚挚祝福！

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

—DIRECTOR /导演
SHUIZHI YIN
—PRODUCTION /制片
DEXIN LI
—SCRIPTWRITER /编剧&策划
DEXIN LI

—STORYBOARD     /分镜
DEXIN LI/WEIWEI WANG XIANG CHEN/
NA GUO ZI ZHU/YUQIAN YAO
—ORIGINALPAINTER /原画师
   YUN WANG/JIALE CAI YOUNA GUO/
WEIWEI WANG XIANG CHEN/ZI ZHU
—SCENE TEACHER /场景师
YOUNA GUO/WEIWEI WANG/ZI ZHU
—COLOR SETTING /色定
DEXIN LI
—ANIMATOR     /动画师
   XIANGFENG CAI/TUANLIUZHIHUAN
—CHECKER /动检师
DEXIN LI
—SYNTHESIS    /合成
XIANGFENG CAI
—SOUND&MIX    /音效/混录/录音
   XIANGFENG CAI

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
此文如需转载刊用请注明来源公众号安戈力