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《暢意中秋》拼貼動畫——安戈力文化-Dir cut

食品飲料| 佳片精選 |產品宣傳片|MG圖形動畫

—Client / 出品方

伊利實業集團股份有限公司

—Project name & type/項目名稱&類型

《暢意中秋》拼貼動畫

—Production House/制作方

UGLY/安戈力

—Production Date/產出時間

2024年9月14日

—Production cycle / 制作周期

15 days

1. BACKGROUND PROJECT

The golden wind brings coolness, the sweet osmanthus is fragrant, and the Mid-Autumn Festival is here as scheduled. At this moment that symbolizes reunion and beauty, Yili Changyi and Angoli have brought you a magical and interesting product promotional film that combines Mid-Autumn blessings with modern network memes.

金風送爽，丹桂飄香，中秋佳節如期而至。在這個象征團圓與美好的時刻，伊利暢意攜手安戈力為大家帶來一支集中秋祝福與現代網絡梗點的魔性趣味產品宣傳片。

This film takes the most representative traditional specialty food of the Mid-Autumn Festival - "moon cakes" as the starting point, extracts the "choking", "choking" and "greasy" characteristics of the taste of moon cakes, and cleverly introduces the product selling point of Changyi 100% lactic acid bacteria - refreshing sweet and sour, refreshing and greasy. Let your stomach and intestines stay full of vitality while enjoying delicious food! Let Changyi 100% lactic acid bacteria accelerate your intestinal vitality and "melt" the mooncakes happily without burden! Mid-Autumn moon cakes, enjoy!

本片以中秋最具代表的傳統特色美食——“月餅”為切入點，提取月餅口感的“齁”、“噎”、“膩”特點，巧妙引出暢意100%乳酸菌——清爽酸甜、暢爽解膩的產品賣點。讓您的腸胃在享受美味的同時，也能保持活力滿滿！讓暢意100%乳酸菌，為您腸道活力加速度，暢快「化」餅無負擔！中秋月餅，暢快開吃！

2. STORYBOARD

The film adopts the form of collage animation, perfectly blending the classical Chinese style with the simple and fashionable collage style, and combined with the magical and funny music style, it is unique and forms a unique and impressive audio-visual experience.

影片采用拼貼動畫形式，將中式古典國風與簡約時尚拼貼風格完美融合，配合魔性搞怪的音樂風格，自成一派，形成獨特且令人印象深刻的視聽體驗。

At the beginning, a bright full moon rises slowly, and then what comes into view is the warm scene of ancient and modern people gathering together to taste mooncakes, which is straightforward; as the mooncake rolls and transitions to the scroll, the homophonic point of "告五仁" and the interesting ghost singing and the narration of Pingze are integrated to lay out the three chapters of sweet jujube paste mooncakes, choking five-kernel mooncakes, and greasy mountain and sea delicacies mooncakes; just when the audience is immersed in it, the overburdened stomach close-up brings the film to a turning point, and naturally leads to the rescue of Changyi 100% lactic acid bacteria. While it has a refreshing sweet and sour taste, it is rich in dietary fiber and effectively promotes intestinal health, allowing you to feast without pressure even in the face of a sumptuous banquet, accelerating intestinal vitality, achieving a refreshing and greasy "melting cake" effect, and helping us to eat happily during the Mid-Autumn Festival. The product landed gracefully on the table full of Chinese style elements.

開篇一輪皎潔圓月緩緩升起，隨即映入眼簾的是古今人物共聚一堂品嘗月餅的溫馨場景，開門見山；隨著月餅翻滾轉場至卷軸，融合“告五仁”的諧音梗點以及趣味鬼畜唱腔與平仄的旁白，鋪陳引出甜齁的棗泥月餅、令人噎住的五仁月餅、油膩的山珍海味月餅三個篇章；正當觀眾沉浸時負擔過重的腸胃特寫將影片帶到轉折點，自然引出暢意100%乳酸菌入鏡救場，帶有清爽酸甜的口感的同時，更富含膳食纖維，有效促進腸道健康，讓您即便面對再豐盛的宴席也能毫無壓力地大快朵頤，為腸道活力加速，達到暢快解膩的“化餅”效果，幫助我們在中秋佳節暢快開吃。伴隨著產品優雅地降落在充滿國風元素的桌面上。

Finally, with a piece of creative and humorous ghost music, the film ends with a surprise easter egg in which Changyi helps to resolve the "sandwich (salary increase) pie" given by the boss to the employees, implying that Changyi "solves the pie" to his heart's content!

最后在一段充滿創意與幽默的鬼畜音樂中，影片以暢意幫助化解老板給予員工的“夾心（加薪）餅”作為驚喜彩蛋收場，寓意暢意“化餅”合心意！

3. CHARACTER SETTING

In terms of creative expression, we extracted the "cake" which is closely related to the Mid-Autumn Festival, artistically amplified the taste and feeling of eating mooncakes, and naturally introduced the core concept of "melting cakes"; at the same time, we also cleverly borrowed the popular context of "boss painting cakes" to add a bit of humor.

在創意表現方面，我們提取與中秋佳節密切相關的“餅”，將吃月餅的口感和感受進行藝術放大，自然而然地引入了“化餅”這一核心概念；同時，還巧妙地借用了“老板畫餅”的流行語境，增添了幾分詼諧幽默的氣息。

In terms of copywriting and dubbing, the ancient rhythm of prosody is combined with modern ghost-animal singing to create a rich and varied emotional level, strengthening the resonance and connection with the audience; in terms of visual presentation, it uses a design language that combines Chinese style and minimalism, combined with just the right sound effects, to create a unique atmosphere that has both traditional charm and trendy flavor.

在文案與配音處理上，則是將古風平仄韻律同現代鬼畜唱腔相結合，創造出豐富多變的情感層次，加強了與受眾之間的共鳴連接；視覺呈現上，更是利用中國風與極簡主義相結合的設計語言，配以恰到好處的聲音效果，營造出了既具傳統韻味又不失潮流氣息的獨特氛圍。

4. CAMERA VOICE DESIGN

Starting with the full moon of Mid-Autumn Festival, the camera slowly moves down to the scene of people from ancient and modern times eating mooncakes in the pavilion; then it advances to the close-up of the mooncakes, using the rolling animation of the mooncakes to break the sense of calm, and with the help of a slight shaking of the camera, the three types of mooncakes are introduced: the jujube paste mooncake, the five-nut mooncake, and the mooncake with delicacies from land and sea.

從中秋圓月開篇，鏡頭緩緩下移至涼亭古今人物吃月餅的場景；再推進月餅特寫，利用月餅翻滾動畫打破平靜感，配合微微搖鏡引出棗泥月餅、五仁月餅、山珍海味月餅這三款月餅。

The camera then moves down to enter the second chapter, with a push-in camera to highlight the syrupy mooncakes, and a simulated force-shaking camera motion combined with the animation of breaking the mooncakes to lead to the nut filling of the five-nut mooncakes popping out. Then, the scene is transformed into a dynamic scene of a character being choked by a five-nut mooncake by a spiral shuttle of lines combined with the nut blocking; and then a close-up of the mouth is pushed in to show the storm inhaling the "mountain and sea delicacies mooncakes" causing the stomach to collapse due to indigestion, bringing the film to a turning point.

之后鏡頭下移進入第二篇章，通過推鏡突出流滿糖漿的甜齁月餅、仿發力的鏡頭晃動配合掰月餅的動畫引出五仁月餅堅果餡蹦出。之后由線條螺旋穿梭配合堅果遮擋轉場至人物被五仁月餅噎住的動感畫面；再推進嘴巴特寫展示暴風吸入“山珍海味月餅”引起腸胃不堪消化崩潰預警的畫面將影片帶到轉折點。

The tone of voice changes and the characters are introduced to quote Changyi 100% lactic acid bacteria to save the situation. The green plants in the background and the slightly floating Changyi ingredients bring the refreshing and sweet lactic acid bacteria into the intestines. The camera moves to show that the lactic acid bacteria quickly "dissolve" the mooncake food in the gastrointestinal tract. Then, the camera moves as the product falls, and the characters enjoy the food around Changyi. Then, the product rotates and the camera pulls to the Changyi product family portrait.

最后由鬼畜音樂進入彩蛋，推鏡配合形變動畫展示老板合成加薪餅，再由暢意強勢將畫面推倒引出slogan——中秋送暢意，愿君多暢意！

Finally, the ghost music enters the easter egg, and the push camera cooperates with the deformation animation to show the boss synthesizing the salary increase cake, and then Changyi pushes the picture down to introduce the slogan-Mid-Autumn Festival sends Changyi, and I wish you more happiness!

語調一轉引出人物引用暢意100%乳酸菌救場，配合背景綠植與暢意成分微微浮動將清爽酸甜的乳酸菌帶進腸道，移鏡展示乳酸菌快速將腸胃通道里的月餅積食通通“化掉”。之后跟隨產品下落運鏡轉場人物圍繞暢意盡情享受美食，再由產品旋轉拉鏡轉場至暢意產品全家福落版。

Character line draft and color display contrast effect

角色線稿與上色展示對比效果

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

YIFEI LU

—STORYBOARD /分鏡

YIFEI LU

—ORIGINALPAINTER /原畫師

PENGFEI XU / JIALE CAI

NANNAN FENG

YIDAN ZHANG / CHLOE

—COLOR SETTING /色定

PINGPING

—PRODUCTION /制片

PINGPING

—ANIMATOR /動畫師

JIAXU WANG / BOQIANG ZHAO

—CHECKER /動檢師

PINGPING

—SYNTHESIS /合成

JIAXU WANG

—SOUND&MIX /音效/混錄/錄音

JIAXU WANG

—MUSIC /選曲

JIAXU WANG

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 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。

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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