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《1688選品會(huì)tvc》實(shí)拍結(jié)合動(dòng)畫——安戈力文化—Dir cut

互聯(lián)網(wǎng)| 佳片精選 |企業(yè)宣傳片

—Client/出品方

阿里巴巴

—Project name & type/項(xiàng)目名稱&類型

《1688選品會(huì)tvc》實(shí)拍結(jié)合動(dòng)畫

—Production House /制作方

UGLY/安戈力

—Production Date/產(chǎn)出時(shí)間

2024年9月10日

—Production cycle /制作周期

30 days

1. BACKGROUND PROJECT

1688, as a comprehensive B2B e-commerce platform, focuses on wholesale procurement markets. In order to achieve the shortest path of supply and demand matching, simplify the business process of merchants, and enhance business certainty, 1688 has launched the "1688 Product Selection Center" for the first time. This innovative measure not only pioneered the digital supply chain model of "front store+back warehouse" in the e-commerce era, but also promoted the development of China's industrial belt to a higher level.

1688作為一家綜合性B2B電商平臺(tái)，專注于批發(fā)采購市場。為了實(shí)現(xiàn)供需匹配的最短路徑，簡化商家的經(jīng)營流程并提升業(yè)務(wù)確定性，1688首次推出了“1688選品中心”。這一創(chuàng)新舉措不僅開創(chuàng)了電商時(shí)代“前店+后倉”的數(shù)字供應(yīng)鏈模式，還推動(dòng)了中國產(chǎn)業(yè)帶向更高水平發(fā)展。

We believe that under the protection of the 1688 Product Selection Center, every transaction on the industrial belt will be more stable, and the Product Selection Center will also become an important guarantee for businesses to achieve sustained success.

我們相信，在1688選品中心的保駕護(hù)航下，產(chǎn)業(yè)帶上的每筆交易都將更加穩(wěn)固，而選品中心也將成為商家實(shí)現(xiàn)持續(xù)成功的重要保障。

2. STORYBOARD

The premise of solving problems is to discover them, and the key to discovering problems is to be aware of them. Therefore, we adopted a questioning approach at the beginning of the short film, directly addressing the pain points of those in need, and using this as a starting point to guide the audience to experience how the product selection center can solve these difficulties.

解決問題的前提是發(fā)現(xiàn)問題，而發(fā)現(xiàn)問題的關(guān)鍵在于意識(shí)到問題。因此，我們?cè)诙唐拈_頭采用了提問的形式，直擊有需求人群的痛點(diǎn)，并以此為切入點(diǎn)，引導(dǎo)觀眾體驗(yàn)選品中心如何解決這些困境。

The product selection center can not only connect with e-commerce, help products quickly start online sales and achieve stable growth, but also provide advanced training to increase their competitiveness and provide users with comprehensive services. Selecting high-quality products and recommending excellent factories, the product selection center provides a solid "protective umbrella" for businesses.

選品中心不僅上可對(duì)接電商，助力產(chǎn)品快速啟動(dòng)網(wǎng)上銷售并實(shí)現(xiàn)穩(wěn)定增長，下還能提供能力進(jìn)階培訓(xùn)，增加其競爭力，為用戶提供全方位的服務(wù)。挑選優(yōu)質(zhì)商品、推薦優(yōu)秀工廠，選品中心為商家撐起了一把堅(jiān)實(shí)的“保護(hù)傘”。

Nowadays, the 1688 Product Selection Center has covered multiple characteristic industrial belt cities across the country, connecting the upstream and downstream of the industrial chain through brand and resource links. Taking the product selection center as the fulcrum, we are committed to ensuring that every business has a firm foothold and ensuring that merchants steadily move forward in the fiercely competitive market.

如今，1688選品中心已經(jīng)覆蓋了全國多個(gè)特色產(chǎn)業(yè)帶城市，通過品牌和資源的鏈接，打通產(chǎn)業(yè)鏈的上下游。以選品中心為支點(diǎn)，致力于讓每一筆生意都站穩(wěn)腳跟，確保商家在競爭激烈的市場中穩(wěn)步前行。

3. CHARACTER SETTING

The protagonist of this time is our 1688 IP image - Niu Yuanyuan. As a guide, he led us to explore the entire operation process of the 1688 Product Selection Center in depth, demonstrating in detail every key link. With the guidance of Niu Yuanyuan, the distance between the product selection center and merchants, purchasers, and government departments in the industrial belt has quickly narrowed, allowing everyone to have a clearer understanding of the functions and advantages of the product selection center. In addition, the animation team specially used 3D technology to present the character of "Niu Yuanyuan", which not only made the entire picture from flat to three-dimensional, but also increased the visual hierarchy and dynamic effects, allowing the audience to have a richer and more immersive experience during the viewing process.

此次的主角是我們1688的IP形象——牛元源。他以導(dǎo)覽者的身份，帶領(lǐng)我們深入探索1688選品中心的整個(gè)運(yùn)作流程，詳細(xì)展示了每一個(gè)關(guān)鍵環(huán)節(jié)。通過牛元源的引導(dǎo)，選品中心與商家、采購商以及產(chǎn)業(yè)帶政府部門之間的距離迅速拉近，使大家能夠更清晰地了解選品中心的功能和優(yōu)勢。此外，動(dòng)畫團(tuán)隊(duì)特別采用了三維技術(shù)來呈現(xiàn)“牛元源”這一角色，不僅使整個(gè)畫面從扁平變得立體，更增加了視覺層次感和動(dòng)態(tài)效果，讓觀眾在觀看過程中獲得更加豐富和沉浸式的體驗(yàn)。

4. CAMERA VOICE DESIGN

This short film combines live action and animation to vividly showcase the operational process of the 1688 Product Selection Center. Whether it's the conveyor belt drawn from above the city or Niu Yuanyuan leading us through various offline factories and product selection centers, these scenes create a sense of immersion for the audience, greatly enhancing realism and immersion, and improving the interactive experience.

本次短片采用了實(shí)拍與動(dòng)畫相結(jié)合的形式，生動(dòng)展現(xiàn)了1688選品中心的運(yùn)作流程。無論是從城市上空繪制的傳送帶，還是牛元源帶領(lǐng)我們穿梭于各個(gè)線下工廠和選品中心，這些場景都為觀眾營造了一種身臨其境的感覺，大大增強(qiáng)了真實(shí)性和沉浸感，提升了交互體驗(yàn)。

The line drawing shows the effect separately

線稿圖單獨(dú)展示效果

The clever combination of live action and animation is that it breaks the traditional narrative style and uses the infinite possibilities of animation to tell stories. By using animated imagery to express more vivid and diverse body movements, the expressiveness is further enhanced, firmly capturing the audience's attention. In this way, the significance of this promotion has been fully guaranteed, ensuring the effective transmission of information and leaving a deep impression on the audience.

實(shí)拍與動(dòng)畫結(jié)合的巧妙之處在于，它打破了傳統(tǒng)的敘事方式，利用動(dòng)畫的無限可能性來講述故事。通過動(dòng)畫形象表達(dá)更生動(dòng)、豐富的肢體動(dòng)作，進(jìn)一步增強(qiáng)了表現(xiàn)力，牢牢吸引住了觀眾的注意力。這樣一來，本次宣傳的意義得到了充分保障，確保了信息的有效傳遞和觀眾的深刻印象。

Comparison of line draft and scene display

線稿與場景展示對(duì)比效果

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /編劇&策劃

ALIBABA

—STORYBOARD /分鏡

XIAOLIN ZHAO

—CONCEPTION /元素設(shè)計(jì)

XUWEI LEI / YUN WANG

PENGFEI XU

YANGYANG WANG

—ORIGINALPAINTER /原畫師

XUWEI LEI / YUN WANG

PENGFEI XU

YANGYANG WANG

—SCENE TEACHER /場景師

XUWEI LEI / YUN WANG

PENGFEI XU / YANGYANG WANG

—COLOR SETTING /色定

XUWEI LEI / YANGYANG WANG

—DIRECTOR /導(dǎo)演

XIAOLIN ZHAO

—PRODUCTION /制片

XIAOLIN ZHAO

—ANIMATOR /動(dòng)畫師

HONG HE / M / JIAXU WANG / QIAN HUANG

—SPECIAL EFFECT /特效師

PENGPENG

—CHECKER /動(dòng)檢師

—EDITING /剪輯

YUEXI ZHAN

—SYNTHESIS /合成

QIAN HUANG

—SOUND&MIX /音效/混錄/錄音

QIAN HUANG

—MUSIC /選曲

100AUDIO

—VOICE ACTOR /配音演員

ZHONGCHENGJIAYIN

中國蕞丑的一家MG動(dòng)畫公司——（UGLY），專門服務(wù)國內(nèi)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(diǎn)深受合作伙伴的熱捧及引薦，迅速在業(yè)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(shù)性專業(yè)人才97位，全國居家辦公370多位；運(yùn)用AE、C4D、逐幀、代碼等高技術(shù)手段制作前沿風(fēng)格MG動(dòng)畫作品，服務(wù)1148個(gè)項(xiàng)目準(zhǔn)時(shí)交付率高達(dá)92.9%，每月可以同步進(jìn)行近 50 條MG動(dòng)畫生產(chǎn)線，服務(wù)的品牌項(xiàng)目既有眾多耳熟能詳?shù)拇笃放埔灿谐鮿?chuàng)及小眾品牌，屬于名副其實(shí)的動(dòng)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(shù)”，

業(yè)界的評(píng)價(jià)：MG動(dòng)畫=安戈力，安戈力=MG動(dòng)畫，已形成行業(yè)符號(hào)，提到國內(nèi)MG動(dòng)畫基地，你會(huì)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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