《2025金投赏报奖-蚂蚁保》拼贴动画——安戈力文化

—Client / 出品方
蚂蚁保

—Project name & type/项目名称&类型
《2025金投赏报奖-蚂蚁保》拼贴动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2025年7月14日

—Production cycle / 制作周期
20 days

1. BACKGROUND PROJECT

As the core creative vehicle for Ant Insurance’s 2025 Golden Investment Award, this collage animation focuses on the cross-industry collaboration of ‘niche content × insurance products,’ connecting the brand’s deep insights into children’s medical protection with a warm emotional expression. The animation not only serves as a window for conveying marketing messages but also becomes a visual representation of Ant Insurance’s brand tone of ‘safe, trustworthy, and useful,’ making children’s insurance knowledge resonate as deeply as a pediatrician’s advice.

作为蚂蚁保冲击 2025 金投赏的核心创意载体，这次的拼贴动画以“垂类内容 + 保险产品” 的跨界合作为核心，串联起品牌对儿童医疗保障的深度洞察与温情表达。动画不仅是营销信息的传递窗口，更成为蚂蚁保 “安全、可信、有用” 品牌调性的可视化呈现，让儿童保险知识如儿科医生的叮嘱般深入人心。

2. STORYBOARD

The animation focuses on ‘solving the pain points of children’s medical insurance’ and showcases the cross-industry collaboration between Ant Insurance’s Good Health Insurance and ‘Hello Pediatrician 3’ through collage-style animation. It conveys the core message of ‘children’s insurance is safe, reliable, and protects growth.’ By popularizing knowledge about purchasing children’s insurance, addressing misconceptions about insurance, and providing practical protection solutions, it also delivers heartfelt stories from real medical cases, alleviating parents’ anxiety about their children’s health and building brand trust. This achieves deep integration between the brand and the niche IP, precisely reaches the target audience, and enhances brand penetration and favorability.

动画聚焦“破解儿童医疗保障痛点”，通过拼贴动画形式，展现蚂蚁保好医保与《你好儿科医生 3》的跨界合作成果，传递 “儿童保险安全可信、守护成长” 的核心主张。通过普及儿童保险选购知识，破解投保误区，提供可落地的保障解决方案。以及真实医疗案例传递温情，缓解家长对儿童健康的焦虑，建立品牌信任感。实现品牌与垂类 IP 的深度绑定，精准触达目标人群，提升品牌渗透率与好感度。

The overall presentation uses collage, split-screen, and dynamic transitions as its core forms of expression, which not only maintains the efficiency of information delivery but also, through the integration of real medical scene clips, continues the documentary warmth of ‘Hello Pediatrician 3.’ The overall style is simple and lively yet warm, avoiding the stiffness typical of insurance marketing. Main color scheme: based on blue (representing professionalism and reliability), paired with white (pure and safe), aligning with the professional tone of the insurance industry. In medical scene clips, the natural colors of documentary footage are retained, while bright colors such as warm yellow and orange are used to highlight key points, enhancing visual focus and conveying a sense of warm protection.

整体以拼贴、分屏、动态衔接为核心表现形式，既保持了信息传递的高效性，又通过真实医疗场景片段的融入，延续了《你好儿科医生3》的纪实温情基调。整体风格简洁明快却不失温度，避免了保险营销的生硬感。主色调：以蓝色（代表专业、可靠）为基础，搭配白色（纯净、安全），契合保险行业的专业调性。在医疗场景片段中保留纪实画面的自然色彩，在利益点呈现时用暖黄色、橙色等亮色做 highlight，增强视觉焦点，传递温暖守护的感觉。

Through the design of data charts, keyword annotations, and other elements, maintain clear and accurate information delivery and create a professional and trustworthy atmosphere. Additionally, incorporate heartwarming segments of doctors treating patients and children recovering in the program, paired with soft transition effects to convey a warm ‘Protecting Growth’ atmosphere, making insurance marketing more human-centered and caring.

通过数据图表、关键词标注等设计，保持信息传递的清晰准确，营造专业可信的氛围。并且融入节目中医生诊疗、患儿康复的温情片段，搭配柔和的转场效果，传递“守护成长” 的暖心氛围，让保险营销更具人文关怀。

3. CHARACTER SETTING

The character images in the animation focus on ‘symbolization and scenarization,’ precisely serving the thematic expression: for example, simple silhouettes in white coats appear in consultation and advisory scenes, representing professionalism and reliability, echoing the authority of the medical IP, and endorsing insurance products. Additionally, half-body silhouettes of women performing actions such as checking insurance or monitoring their children’s health cater to the target audience of post-90s mothers, eliciting emotional resonance. Scenes featuring multiple character silhouettes standing or gathering convey the sense of ‘chosen by over 70 million people,’ enhancing users’ trust in the product. Throughout the animation.

动画中的人物形象以“符号化 + 场景化” 为核心，精准服务于主题表达：比如身穿白大褂的简约剪影，出现在面诊、叮嘱等场景中，代表专业、可靠，呼应医疗 IP 的权威性，为保险产品背书。同时以女性为主的半身剪影，呈现查询保险、关注孩子病情等动作，贴合 90 后宝妈为主的目标人群，引发情感共鸣。以多个人物剪影驻足、聚集的画面，体现“超 7000 万人选择” 的群体认同感，增强用户对产品的信任度。

4. CAMERA VOICE DESIGN

In terms of animation and transitions, we implemented some creative connections. For example, market data is presented with animations like ‘paper flying in’ and ‘charts rising,’ making dry data more vivid and reflecting market growth trends. The ‘jigsaw puzzle’ metaphor symbolizes the integration of case studies and insurance benefits, as well as the alignment between the brand and IP, with transitions that are both natural and meaningful. We also created a ripple effect around the brand logo, paired with medical and insurance icons, visually conveying the concept of ‘brand value radiation.’ Additionally, the ‘tearing paper’ action is used to introduce upgraded poster materials, enhancing the dynamic feel of the visuals and highlighting the iteration and upgrade of promotional materials.

在动画与转场上，我们做了一些创意的连接，比如市场数据以“纸张飞入”“图表上升” 的动画形式呈现，让枯燥数据更生动，体现市场增长态势。用 “拼图拼接” 象征案例与保险利益点的融合，以及品牌与 IP 的契合，转场自然且寓意深刻。将品牌品牌logo 周围呈现涟漪扩散效果，搭配医疗、保险类 icon，视觉化呈现 “品牌价值辐射” 的概念。以及以“撕纸” 动作带出升级后的海报物料，增强画面动感，突出宣发物料的迭代升级。

The line drawing shows the effect separately

线稿图单独展示效果

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
YUGUANTONGCHEN
—STORYBOARD /分镜
JIANYU LIU
—ORIGINALPAINTER /原画师
  JIALE CAI
—SCENE TEACHER /场景师
SHIJIUHUA/JIALE CAI
—COLOR SETTING /色定
SHIJIUHUA
—DIRECTOR /导演
SHUIZHI YIN
—PRODUCTION /制片
LIJUAN ZHUANG
—ANIMATOR /动画师
   M/ZHEYU LIN
—SPECIAL EFFECT /特效师
M/ZHEYU LIN
—CHECKER /动检师
M
—SYNTHESIS /合成
M
—SOUND&MIX /音效/混录/录音
   M/ZHEYU LIN

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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