《中国移动双十一动画》MG动画——安戈力文化

—Client / 出品方
中国移动
—Project name & type/项目名称&类型
中国移动双十一MG动画宣传片
—Production House / 制作方
UGLY/安戈力
—Production Date/产出时间
2023年11月11日
—Production cycle / 制作周期
4 days

1. BACKGROUND PROJECT

China Mobile Group Co. , Ltd. (China Mobile) is a mobile communications operator based on GSM, TD-LTE, FDD-LTE standard network. It was established on April 20,2000, with registered capital of RMB100,000 and assets of nearly RMB1,700 bn, the company employs nearly 500,000 people. In December 2017, the China Mobile changed its corporate structure from a state-owned enterprise to a wholly state-owned company, and changed its name to China Mobile Communications Group.

中国移动通信集团有限公司（简称“中国移动”）是一家基于GSM、TD-LTE、FDD-LTE制式网络的移动通信运营商，成立于2000年4月20日，注册资本为5180414万元，资产规模近1.7万亿人民币，员工总数近50万人。2017年12月，中国移动通信集团公司进行公司制改制，企业类型由全民所有制企业变更为国有独资公司，并更名为中国移动通信集团有限公司。

2. STORYBOARD

Collage Animation is a special form of animation, which combines collage art and plot narrative. In this kind of animation, artists not only use collage technology to create unique visual effects, but also through carefully designed plot to attract and touch the audience.

拼贴动画是一种特殊的动画形式，它结合了拼贴艺术与剧情叙事。在这种动画中，艺术家不仅使用拼贴技术来创造独特的视觉效果，还通过精心设计的剧情来吸引和触动观众。

In this project, while using animation production, we tend to focus on nonsensical and exaggerated storylines in the overall plot design, amplifying the humorous elements of the animation, increasing the viewing experience for the audience and improving the efficiency of information transmission.

这一次的项目制作，我们使用拼贴动画制作的同时，在整体剧情设计上偏向于无厘头、夸张的故事情节，将动画的幽默元素放大，观众在看的同时增加了观赏体验，提升信息传达的效率。

3. CHARACTER SETTING

According to the plot we will garlic anthropomorphic, garlic anthropomorphic design is a creative and imaginative design techniques, it mainly uses anthropomorphic rhetoric, garlic this ingredient to give human characteristics and behavior, to express its characteristics and quality. This kind of design not only makes the image of garlic more vivid and interesting, but also more easily cause people’s resonance and attention.

根据剧情我们将蒜拟人，蒜拟人设计是一种富有创意和想象力的设计手法，它主要运用拟人修辞手法，将大蒜这种食材赋予人类的特性和行为，以此来表达其特点和品质。这种设计方式不仅让大蒜的形象更加生动和有趣，也更容易引起人们的共鸣和关注。

4. CAMERA VOICE DESIGN

This film tells the story of a couple dating in a restaurant. The waiter asks if there is any food restriction. The boy does not want garlic, causing the girl to question him. The male lead repeatedly stresses that he does not want garlic, to draw out the zero major rights and interests of China Mobile in the form of nonsense.

本片讲述了一对情侣在餐厅约会，服务员询问有没有忌口，男生不要蒜，引起女生反问，男主反复强调不要蒜，用无厘头的形式引出双十一中国移动三大权益点。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

The connection between the three stories is also a response to the theme. By repeatedly mentioning, while the audience smiles after watching the plot, the selling points and stories have a strong stickiness, constantly echoing the theme and enhancing memory points.

三个故事的连接处都同样是对主题的呼应，通过反复地提及，在观众看完剧情开怀一笑的同时电题，卖点与故事产生强黏性，不断地呼应主题，增强记忆点。

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划
HANGZHOUTAIDU

—STORYBOARD /分镜
YUXIN LIU
—CONCEPTION /元素设计
HANGYUE GONG

—SCENE TEACHER /场景师
YE TIAN
—COLOR SETTING /色定
TONG YU
—DIRECTOR    /导演
J Q Scarlett
—PRODUCTION   /制片
YUXIN LIU
—ANIMATOR /动画师
   MINHUI ZHOU/ZHAN CHENG/SHENGBAI CHEN
—SYNTHESIS    /合成
SHENGBAI CHEN
—SOUND&MIX    /音效/混录/录音
   MINHUI ZHOU/ZHAN CHENG/SHENGBAI CHEN
—MUSIC     /选曲
HANGZHOUTAIDU
—VOICE ACTOR /配音演员 YANYUAN

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.

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