《月饼有“新”事》拼贴动画——安戈力文化

—Client / 出品方
京东

—Project name & type/项目名称&类型
《月饼有“新”事》拼贴动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2023年09月25日

—Production cycle / 制作周期
20 days

1. BACKGROUND PROJECT

During the Mid-Autumn Festival, mooncakes become an indispensable delicacy in our traditional Chinese festivals. Today, with the change of The Times, the moon cake has also experienced an earth-shaking change. Since ancient times, the flavor of mooncakes has been constantly updated, and the packaging design has become more and more exquisite, becoming a necessary part of the Mid-Autumn Festival. In this project with JD.com, we will take you through time and space to discover new things about mooncakes.

每逢中秋，月饼成为我们中华民族传统节日不可或缺的美味。而如今，随着时代的变迁，月饼也经历了一场翻天覆地的变革。从古至今，月饼口味不断更新换代，包装设计也愈加精美，成为中秋赏月必备的一环。在这次与京东合作的项目中，我们将带您穿越时空，探寻月饼的新鲜事。

The purpose of this video is not only to present the history and evolution of mooncakes, but also to convey the new gravity of the Mid-Autumn Festival and share the mind of opening a new eclipse. By showing the variety and taste changes of mooncakes, we hope to create a wonderful experience for the audience to taste the new trend of mooncakes, so that the audience can taste more colorful delicious in the Mid-Autumn Festival, and feel the perfect integration of traditional and modern.

这部视频的目的不仅仅是呈现月饼的历史与演变，更是为了传递中秋新引力，共享开新食刻的心智。通过展示月饼的种类与口味变化，我们希望为观众打造一个品尝新趋势月饼的美好体验，让观众在中秋佳节品尝到更多丰富多彩的美味，感受到传统与现代的完美融合。

2. STORYBOARD

In order to prepare for this video, we conducted in-depth investigation and research in the storyboard stage, from historical records to modern tastes, from simple Chinese style to trend animation, from the origin of mooncakes to the reform of packaging design, we combed and analyzed every detail of mooncakes. Creativity comes from a deep understanding of mooncake culture and a deep grasp of brand needs.

为了准备这部视频，在故事板阶段我们进行了深入的调查研究，从史料记载到现代口味，从简约国风到潮流动漫，从月饼的起源到包装设计的变革，我们对月饼的每一个细节进行了梳理和分析。创意来源于对月饼文化的深入理解和对品牌需求的深刻把握。

Combining creativity with brand needs, we present the evolution of mooncakes in the form of collage animation, while highlighting Jingdong Supermarket as the best place for you to choose mooncakes, so that you can easily buy the new trend of mooncakes in the Mid-Autumn Festival.

我们将创意与品牌需求相结合，以拼贴动画的形式呈现月饼的变迁历程，同时突出京东超市作为您选择月饼的最佳去处，让您在中秋节轻松选购到心仪的新趋势月饼。

3. CHARACTER SETTING

In order to present the content of Mooncake There is Something New, we have adopted a well-designed clip animation style, combined with lively dubbing and timely sound effects, to create a fun and educational audio-visual feast. Combining ancient mooncake making scenes and historical allusions with modern mooncake taste and packaging design, it shows the evolution process of mooncakes from ancient times to today.

为了呈现《月饼有「新」事》的内容，我们采用了精心设计的剪贴动画风格，结合生动活泼的配音，以及适时的音效，打造出一场富有趣味性和教育性的视听盛宴。将古代的月饼制作场景、历史典故，与现代的月饼品味、包装设计相结合，展现出月饼从古至今的演变过程。

Using vivid colors and rich visual effects, mooncake making techniques, flavor styles and packaging designs of different eras are vividly displayed, attracting the audience’s attention and guiding them to have a deeper understanding of mooncake culture.

利用色彩鲜明、画面丰富的视觉效果，将不同时代的月饼制作工艺、口味风格、包装设计生动展现，吸引观众的注意力，引导他们深入了解月饼文化。

Through carefully designed camera language and sound effects, we will present a vivid, interesting and educational journey of mooncake culture for the audience, so that they can taste the delicious food at the same time, feel the integration of tradition and modernity of the Mid-Autumn Festival, and share the happy moment of opening a new moment.

通过精心设计的镜头语言和声音效果，我们将为观众呈现一场生动有趣、富有教育意义的月饼文化之旅，让他们在品尝美味的同时，感受到中秋节的传统与现代的交融，共享开新食刻的快乐时刻。

4. CAMERA VOICE DESIGN

At the beginning, the timeline is used to trace the past and present of mooncakes, presenting the fusion of collage paintings, calligraphy, ancient patterns, and other elements, creating a strong historical charm. It tells the story of the evolution of mooncakes from the origin of Southern Song mooncakes to the symbol of Mid Autumn Festival reunion in the Ming Dynasty, and then to the formation and inheritance of characteristic mooncakes in the Qing Dynasty until now.

开篇以时间线展开追溯月饼的前世今生，以拼贴画卷与书法字、古代纹样等元素融合呈现，营造浓厚的历史古韵，诉说月饼从南宋月饼起源到明代成为中秋团圆的象征，再到清代特色月饼形成并传承至今的演变过程。

Transitioning naturally to the middle section, with the progress of the times, cleverly utilizing collage style to unify the tone, showcasing the diverse flavors and packaging styles of mooncakes today, perfectly catering to the needs of various gift giving groups.

自然过渡至中篇，随着时代进步，巧妙利用拼贴风格统一调性，展示如今月饼的口味与包装风格的多样化，完美迎合各种送礼人群的需求。

Finally, the ending uses tasting mooncakes as a starting point to evoke emotional resonance among the audience, ultimately conveying the core message of the film – various new trend mooncakes, all at JD Supermarket, while echoing the theme of “Mid Autumn Festival new attraction, sharing new moments”.

最后，结尾以品尝月饼为引子勾起观众的情绪共鸣，最终传达影片核心信息——各类新趋势月饼，尽在京东超市，同时呼应影片主题“中秋新引力，共享开新事刻”。

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
JINGDONG
—STORYBOARD /分镜
PENGFEI YANG
—ORIGINALPAINTER /原画师
MAOMAO/RAN CHEN

—SCENE TEACHER /场景师
MAOMAO/RAN CHEN
—COLOR SETTING /色定
MAOMAO/RAN CHEN
—DIRECTOR    /导演
PENGFEI YANG
—PRODUCTION   /制片
PENGFEI YANG
—ANIMATOR /动画师
   YONG LIU/WEI
—CHECKER /动检师
PENGFEI YANG/SISSI
—SOUND&MIX    /音效/混录/录音
   DACHUI WANG
—VOICE ACTOR /配音演员
DACHUI WANG

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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