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《廈門鷺春節》MG動畫——安戈力文化

影視廣告| 佳片精選 |MG圖形動畫

—Client/出品方

廈門日報社海西晨報

—Project name & type/項目名稱&類型

《廈門鷺春節》MG動畫

—Production House /制作方

UGLY/安戈力

—Production Date/產出時間

2024年2月6日

—Production cycle /制作周期

12day

1.BACKGROUNDPROJECT

At the beginning of the Spring Festival in the the Year of the Loong, Luke, the special mascot of Xiamen, came to the citizens with full blessings! We combine the local characteristics of Xiamen with modern China-Chic to present a unique New Year atmosphere. Both adults and children can feel the strong New Year flavor and unique charm of Xiamen. Let's join this unique Chinese New Year celebration together!

在龍年新春來臨之際，廈門的特別吉祥物——鷺可，帶著滿滿的祝福來到市民身邊！我們將廈門的地方特色與現代國潮巧妙融合，為大家呈現出獨一無二的新年氛圍。不論是大人還是小朋友，都能感受到這份濃濃的年味和廈門獨有的魅力。一起來加入這場別具一格的新春慶典吧！

2.STORYBOARD

The animation opens with a scene that immediately catches the eye. Luki enters the frame with a playful flair, its image appearing even more lively and dynamic due to the compression effect of the camera, as if eager to meet everyone. At this moment, it finds itself in a dreamlike space filled with elements of the Spring Festival, surrounded by large red lanterns, shining golden Chinese characters for 'fortune,' and festive firecrackers. As a cheerful melody plays, Luki embarks on a journey of blessings. The scroll unfurls:

動畫開篇，第一鏡便抓人眼球。鷺可帶著俏皮勁兒闖入畫面，因擠壓鏡頭效果，它的形象顯得更加活潑靈動，仿佛迫不及待要和大家見面。此刻，它身處滿是春節元素的夢幻空間，四周大紅燈籠高掛、金色福字閃耀、喜慶鞭炮裝點。隨著歡快旋律奏響，鷺可踏上祝福之旅。卷軸打開：

The dragon moves majestically

龍行龘龘

A bright future ahead

前程朤朤

Good health

身體健康

Good fortune is upon you

鴻運當頭

May everything go well for you

萬事如意

Strive forward with determination

一鷺向前

3.CHARACTER SETTING

The heron can serve as the protagonist, with a cute and lively image. Its design ingeniously integrates egret form and China-Chic aesthetics, and its color echoes the red and festive Spring Festival, and the golden ornament is even more gorgeous. Lu Ke is not only a messenger of blessings, but also a vivid representation of Xiamen's urban culture, bringing the audience closer to Xiamen and allowing everyone to deeply understand Xiamen's culture while enjoying the animation.

鷺可作為主角，形象可愛靈動。其設計巧妙融合鷺鳥形態與國潮美學，色彩呼應春節的紅火喜慶，金色點綴更添華麗。鷺可不僅是祝福傳遞者，更是廈門城市文化的鮮活代言，拉近觀眾與廈門的距離，讓大家在欣賞動畫時，深入了解廈門文化。

4.CAMERA VOICE DESIGN

Animation camera language highlights frequently. The transition between storyboards is smooth and natural, with the help of light and shadow changes and dynamic lines to achieve seamless scene connection. For example, when a heron can swing a scroll, the screen switches between light and shadow flashes, and the transition is smooth. The composition of the scenery is rich and diverse, with the opening squeeze shot taking the lead, and the close ups emphasizing the expression and movements of Lu Ke, enhancing the interaction with the audience.

動畫鏡頭語言亮點頻出。分鏡轉場流暢自然，借助光影變幻、動態線條實現場景無縫銜接，如鷺可揮舞卷軸時，光影閃爍間畫面切換，過渡絲滑。景別構圖豐富多元，開場的擠壓鏡頭先聲奪人，近景側重凸顯鷺可的表情動作，增強與觀眾的互動感。

The line drawing shows the effect separately

線稿圖單獨展示效果

Comparison of line draft and scene display

線稿與場景展示對比效果

5.SPECIAL EFFECTS

6.SPECIAL EFFECTS

7.ON SITE

8.HD WALLPAPERS

—SCRIPTWRITER /編劇&策劃

XIAOXUAN/XIN CHEN

—STORYBOARD /分鏡

XIXIJIANG

—CONCEPTION /元素設計

XIXIJIANG

—ORIGINALPAINTER/原畫師

XIXIJIANG/DOUZI

—SCENE TEACHER /場景師

XIXIJIANG/DOUZI

—COLOR SETTING /色定

XIXIJIANG

—PRODUCTION /制片

WEIDONG ZHA/XIN CHEN

—ANIMATOR /動畫師

SHIGUO WANG/YUROU CHEN

—CHECKER /動檢師

WEIDONG ZHA

—SYNTHESIS /合成

YUROU CHEN

—SOUND&MIX /音效/混錄/錄音

MINHUI ZHOU/YUROU CHEN

—MUSIC /選曲

WEIDONG ZHA

—VOICE ACTOR /配音演員

MUSI

9.UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（UGLY），專門服務國內廣告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作過程中以耿直、宅心仁厚的特點深受合作伙伴的熱捧及引薦，迅速在業界打開名聲。

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、廈門）擁有在職技術性專業人才97位，全國居家辦公370多位；運用AE、C4D、逐幀、代碼等高技術手段制作前沿風格MG動畫作品，服務1148個項目準時交付率高達92.9%，每月可以同步進行近 50 條MG動畫生產線，服務的品牌項目既有眾多耳熟能詳的大品牌也有初創及小眾品牌，屬于名副其實的動畫代理源頭廠家。

Since its establishment in 2014, UGLY (In Shanghai andXiamen) 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 than1148 projectshas reached92.9%, and nearly50 MGMotion 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.

取名于英文單詞UGLY（丑英譯），公司Slogan“丑從未如此藝術”，現業界的評價：MG動畫=安戈力，安戈力=MG動畫，已形成行業符號，提到國內MG動畫基地，你會想起安戈力。

UGLYis 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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