《东门醒狮IP宣传视频》实拍结合动画——安戈力文化

—Client / 出品方
中青旅联科

—Project name & type/项目名称&类型
《东门醒狮IP宣传视频》实拍结合动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2023年11月23日

—Production cycle / 制作周期
30days

1. BACKGROUND PROJECT

When traditional lion dance culture meets practical dynamic aesthetics, a dialogue across time and space quietly unfolds in Shenzhen Dongmen Old Street

当传统醒狮文化遇上实动美学，一场跨越时空的对话在深圳东门老街悄然展开！

This promotional video, jointly created by CYTS Lianke and UGLY team, takes the creative perspective of “cute animals connect the past and present” and tells the story of the little mecha lion’s journey from a place where merchants gathered during the Kangxi period to a modern city of science and innovation through a cross-dimensional narrative of real shots + illustrations.

这部由中青旅联科与UGLY团队联袂打造的宣传片，以”萌兽通古今”的创意视角，通过实拍+插画的跨次元叙事，讲述机甲小雄狮从康熙年间的商贾云集之地，到现代科创之城的守护之旅。

After research, the production team deeply explored the historical changes of the Dongmen business district over the past 300 years, and included major historical nodes such as the opening of the Guangzhou-Kowloon Railway, the establishment of Shenzhen Market as a bridgehead for foreign exchanges, the liberation of Shenzhen, the establishment of the Shenzhen Special Economic Zone during the reform and opening up, and the opening of the first McDonald’s in the mainland. Animated characters shuttled between real-life scenes, and historical images and candy colors collided to create a wonderful balance of heaviness and lightness, creating a city life history that “let blue bricks speak.”

制作团队历经调研，深入挖掘东门商圈300年来的历史变迁，将广九铁路通车深圳墟成为对外交流的桥头堡、深圳解放、改革开放深圳经济特区成立、内地首家麦当劳开业等重大历史节点，动画角色穿梭于实拍场景的间隙，历史影像与糖果色系碰撞出厚重与轻盈的奇妙平衡，缔造出一部”让青砖开口说话”的城市生命史。

2. STORYBOARD

The film tells three stories about what the lion hears and feels in the human world. In the opening part of “The Lion Arrives”, the cute lion napping in the clouds is awakened by the gongs and drums of the opening of Shenzhen Market. It rides on the auspicious clouds and overlooks the prosperous market of the ancient Shenzhen Market. After that, the lion comes down to the earth to defend the area and contribute to the development of Shenzhen Market, which naturally transitions to the next chapter.

影片围绕雄狮在人间的所闻所感进行三段叙事。开篇在”雄狮降临”部分，在云间打盹的萌狮被深圳墟开市的锣鼓声唤醒，乘坐祥云俯瞰古代深圳墟街市的市井繁华，之后醒狮下凡保卫一方，为深圳墟发展添砖加瓦自然过渡下一篇章；

In the chapter “History of Dongmen’s Development”, the little lion jumps into the giant time book. The empty shots of the railway tracks and the long scroll of mountains and rivers interweave the magnificent epic of the Guangzhou-Kowloon Railway. Yazai Street witnesses the historical imprint of Shenzhen’s liberation after the founding of New China. The ribbons are interwoven to depict the new look of Shenzhen Special Economic Zone after the reform and opening up, and the development of Dongmen is started and turned. The ribbons follow the lion dance to connect the opening of the first McDonald’s, the upgrade and renovation in 1997, the opening of Dongmen Pedestrian Street and other major events in Dongmen’s history, implying that Dongmen’s development concept of adhering to the past and moving forward continues to this day.

“东门发展史”章节中，小雄狮跃入巨型时光书，铁轨空镜与山河长卷交织出广九铁路的恢弘史诗、鸭仔街见证新中国成立后深圳解放的历史印记，丝带交织描绘改革开放后深圳经济特区到全新面貌，启程转合落笔到东门的发展，丝带跟随醒狮串联首家麦当劳开业、97年升级改造、东门步行街开市等等东门历史大事记，寓意东门秉承既往开来，不断向前的发展理念持续至今。

Finally, it was the turn of the lion dance to show us the changes of the East Gate. The lion jumped up to grab the most beautiful colors in the sky for the East Gate, and then released the power of culture and science and technology. The mecha lion struck the century clock to transform into a modern business district. The animation transformation of the same camera position magically presented the changes of the city. Each transition has a hidden mystery. Finally, the East Gate and the lion were rejuvenated in the transition through the gate. The story of the East Gate is still being written. We sincerely invite you to walk in and experience the prosperous picture of the new era.

最后轮到醒狮施展法力向我们展示东门的前后变化，雄狮跳起为东门抓取天空中最美的颜色，之后释放文化与科创的力量，雄狮撞响世纪钟变出现代商圈，同一机位的动画转换魔术般呈现城市变迁，每个转场都暗藏玄机。最后穿越门转场东门与雄狮都焕发形象，东门的故事仍在续写，诚邀您走入感受新时代繁华画卷。

3. CHARACTER SETTING

In terms of creative conception, the protagonist, a cute lion, has a different narrative perspective, and the childlike tone adds a sense of childishness to the film and increases the completion rate. In terms of visual design, the colorful candy colors add color to the real-life footage, and the combination of real-life footage and animation perfectly fits the film’s appeal of showing a brand new Dongmen.

创意构思上，以主角Q版雄狮的经历串联全片带来别样的叙事视角，孩童般的口吻为影片增加童趣感。视觉设计上，五彩的糖果色系为实拍素材增色，实拍结合动画完美契合本片展现东门焕然一新的诉求。

In terms of narrative techniques, the little lion dance brings auspicious clouds and the times to break the limitations of ancient and modern times and take us through time and space, making the heavy history tangible and perceptible.In terms of the balance between business and art, commercial elements such as JD Logistics drones are naturally integrated without destroying the poetic flow of the story.In terms of camera movement and interactive experience, the lion dance runs on the ribbon and follows the auspicious cloud elements to connect the whole story, giving the picture continuity and consistency; the picture design of looking up at Dongmen Street at the end of the film allows the audience to be immersed in the story from a bystander to a participant.

叙事手法上，小醒狮带着祥云和时代打破古今的限制带我们穿越时空，让厚重历史变得可触可感。商业与艺术的平衡上，自然融入京东物流无人机等商业元素，却不破坏故事的诗意流淌。运镜与互动体验上，醒狮在丝带上奔跑并跟随祥云元素串联全篇，赋予画面串联性和一致性；片尾仰视东门街道的画面设计，让观众身临其境从旁观者变为故事的参与者。

4. CAMERA VOICE DESIGN

The ancient chapter adopts the form of a traditional Chinese scroll with the camera moving in accordance with the breathing of the lion dance. The camera captures the residual warmth of the market in the gaps between the bluestone slabs as the lion’s claws rise and fall, creating a sense of traveling through time and space. The masking transitions of auspicious clouds, the giant time book, the era runway and other ingenious designs bring about a dual switching of space and time between heaven and earth, and between ancient and modern times.

古代篇采用国风长卷的形式配合跟随醒狮运动的呼吸感运镜，镜头随狮爪起落捕捉青石板缝隙里的市井余温，营造出穿越时空之感；祥云云层的遮罩转场、巨型时光书和时代跑道等等巧思设计带来天界与人间以及古今的空间时间的双重切换。

The Reform chapter uses the momentum of a speeding train to open the long scroll of history, implying the unstoppable development of the times; the ribbons floating from the distance give the silent historical photos a sense of front and back space. The Future chapter uses the momentum of auspicious clouds brought by the running of the lion dance to make the scene switching smooth and natural. And the drone is used to surround the shooting, seamlessly connecting the real scene with the illustration scene.

改革篇章利用火车疾驰的动势，打开历史山河长卷，暗喻时代发展的不可阻挡；丝带从远景飘出给沉默的历史照片赋予前后空间感。未来篇利用醒狮跑动带来的祥云动势使场景切换丝滑自如。并且运用无人机环绕拍摄，将实景与插画场景无缝衔接。

This journey through time and space led by the furry guardian not only reproduces the glorious history of the Dongmen business district, but also foreshadows the infinite possibilities of the integration of tradition and modernity.

这场由毛茸茸的守护者引领的时空之旅，不仅重现了东门商圈的辉煌历史，更预示着传统与现代融合的无限可能。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

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
    WENLIN CAI / XUE HU
—STORYBOARD /分镜
WENLIN CAI / XUE HU
—ORIGINALPAINTER /原画师
LINQING YE / TIAN TANG/ JIUMO SHI / XIN JIA
YETU HUA / XINGJIA HOU/ LI SI
DONGYING MIAN/ JASON / YOUNA GUO
HU YITONGTONG / LELE / YIQING ZHANG
SANYONG YANG/ TANGGUO BAI / XIXI JIANG
XIN CHEN ZIZHU / XIAOYU LIU / YUAN TANG
YUQIAN YAO / WANTING LI / AN JI
—SCENE TEACHER /场景师
JASON / HAN ZI / JIUMO SHI / XINGJIA HOU MEILIN LI / LEGUAN CHEN/ LINQING YE XIXI JIANG / ZIZHU

—COLOR SETTING /色定
   WENLIN CAI / XIN CHEN / LINGLIN HUANG
—DIRECTOR    /导演
   SHUIZHI YIN
—PRODUCTION   /制片
   WENLIN CAI / XIN CHEN / LINGLIN HUANG
—ANIMATOR /动画师
HAIQUAN LU / QIAN HUANG /LIN MA
WENFENG CHEN / SHENGBAI CHEN
XIAOYANG WANG / YUROU CHEN
   MINHUI ZHOU / ZHAN CHENG
   HONG HE / JIAXU WANG
—CHECKER /动检师
   WENLIN CAI / XIN CHEN / LINGLIN HUANG
—SYNTHESIS    /合成
   HAIQUAN LU / YUROU CHEN
—MUSIC     /选曲
HAIQUAN LU / YUROU CHEN
—VOICE ACTOR /配音演员
ZHONGYONG CHEN

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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