《抖音争议热点》MG动画——安戈力文化

—Client / 出品方
抖音

—Project name & type/项目名称&类型
《抖音争议热点》MG动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2024年12月20日

—Production cycle / 制作周期
20 days

1. BACKGROUND PROJECT

Tiktok has always adhered to the concept of “recording real and beautiful life”, and is committed to providing users with an equal, friendly, rich, diverse, real, beautiful, positive and healthy community environment. The formulation of these rules and the promotion of the animation are powerful manifestations of this concept. By regulating the dissemination of information on hot issues in dispute and protecting the rights and interests of hot parties, it combats the dissemination of false information, malicious speculation of improper profits, counterfeiting or cyber violence of hot parties and other bad behaviors, fully demonstrating Tiktok’s determination to maintain the healthy development of the network environment, and highlighting its responsibility for the platform.

抖音一直秉持着“记录真实美好生活” 的理念，致力于为用户提供平等友善、丰富多元、真实美好、积极健康的社区环境。此次规则的制定和动画的宣传，正是这一理念的有力体现。它通过对争议热点信息传播的规范，以及对热点当事人权益的保护，打击散布虚假信息、恶意炒作不当获利、仿冒或网暴热点当事人等恶劣行为，充分展现了抖音维护网络环境健康发展的决心，凸显其对平台责任的担当。

2. STORYBOARD

At the beginning of the animation, a captivating atmosphere is created, depicting the scene of Lanlan, a girl who loves dance, becoming famous for her self-taught street dance videos during the summer vacation. The data of likes, comments, and shares on the mobile phone screen skyrocketed, and everyone praised her for “dancing so well” and “being a future star”, making the audience feel the warm response brought by her popularity.

动画开篇就营造出一种引人入胜的氛围，展现了热爱舞蹈的女孩兰兰在暑假因自学街舞视频走红的场景。手机屏幕上点赞、评论、转发的数据疯涨，大家纷纷夸赞她“跳得太好啦”“简直是未来的明星” ，让观众感受到走红带来的热烈反响。

But then, the art style underwent a sudden change, and Lan Lan fell into a vortex of public opinion. In the picture, Lanlan stands aggrieved in the center of the vortex, surrounded by secretly filmed crowds, cameras, and various inappropriate language, vividly presenting the dilemma she is facing. The setting of this scene allows the audience to deeply understand the impact of online controversies on individuals, and also triggers deep thinking about hot events on the internet, naturally leading to the theme of “rejecting inappropriate behavior in social hot events”. Although the whole animation is short, it tells a complete story from the emergence of hot spots to the controversy, clearly conveys the social phenomenon targeted by the new Tiktok regulation, and makes the audience understand the importance of regulating the spread of hot spots.

可紧接着，画风突变，兰兰陷入了舆论漩涡。画面中，兰兰委屈地站在漩涡中央，周围满是偷拍的人群、摄像机，还有各种不好的言论话术，生动地呈现出她所面临的困境。这一场景的设置，让观众深刻体会到网络争议对个人的冲击，也引发大家对网络热点事件的深入思考，自然而然地引出“拒绝社会热点事件中的不当蹭热行为” 这一主题。整个动画虽简短，却完整地讲述了一个从热点产生到引发争议的故事，清晰地传达出抖音新规所针对的社会现象，让观众明白规范热点传播的重要性。

3. CHARACTER SETTING

The portrayal of Lanlan in the animation is very successful, representing the group that has been harmed in the online hot topics. Lanlan’s image is full of youthful vitality, with a neat ponytail and comfortable sportswear. Her dance movements are smooth and graceful, showcasing her love and talent for dance. When faced with the vortex of public opinion, her aggrieved expression, bewildered gaze, and body movements vividly express her inner helplessness and pain, which easily triggers sympathy from the audience. When the audience sees Lan Lan’s experience, it is easy to associate themselves with similar situations that people around them may encounter in the online world, so as to have a strong emotional resonance, and more deeply understand the significance of Tiktok’s new regulations to protect the rights and interests of hot parties.

动画中的兰兰形象塑造得十分成功，她代表了那些在网络热点中受到伤害的群体。兰兰的形象充满青春活力，扎着利落的马尾辫，穿着舒适的运动装，舞蹈动作流畅优美，展现出她对舞蹈的热爱和才华。当面对舆论漩涡时，她那委屈的表情、不知所措的眼神和肢体动作，生动地表现出她内心的无助和痛苦，极易引发观众的同情。观众在看到兰兰的遭遇时，很容易联想到自己或身边的人在网络世界中可能遇到的类似情况，从而产生强烈的情感共鸣，更加深刻地理解抖音新规保护热点当事人权益的重要意义。

4. CAMERA VOICE DESIGN

The overall animation adopts a concise and clear MG animation style, constructing the picture with simple graphics and smooth lines. For example, the character design is simple and cute, and Lan Lan’s image is full of youthful vitality, which is in line with the public’s perception of young dancers; The drawing of the scene is also not complicated. Elements such as mobile phone screens, public opinion whirlpools, etc. are simple and intuitive, allowing the audience to quickly understand their meaning. They are highly consistent with the simple and easy to use tonality of the Tiktok platform, so that the audience will not feel complicated and laborious when watching.

动画整体采用简洁明了的 MG 动画风格，以简洁的图形和流畅的线条来构建画面。比如，人物形象设计简洁可爱，兰兰的形象充满青春活力，符合大众对年轻舞者的认知；场景的绘制也不复杂，像手机屏幕、舆论漩涡等元素，简单直观，能让观众快速理解其含义，与抖音平台简洁易用的调性高度契合，让观众在观看时不会感到复杂和吃力。

In terms of color application, the animation cleverly chose vivid and emotionally oriented colors. In the part where Lanlan became popular, bright and warm colors such as golden like effects and pink comment boxes were used to create a positive and enthusiastic atmosphere, allowing the audience to truly feel the heat and joy brought by her popularity. When Lanlan falls into the vortex of public opinion, the color tone turns to gray, mainly dark blue and dark gray, symbolizing oppression and anxiety, allowing the audience to deeply experience Lanlan’s grievances and helplessness at this time. Through the strong contrast of colors, the story’s infectiousness and visual impact are enhanced.

在色彩运用上，动画巧妙地选择了鲜明且具有情感导向的色彩。在兰兰走红的部分，使用明亮温暖的色调，如金黄色的点赞特效、粉色的评论框等，营造出积极、热烈的氛围，让观众切实感受到走红带来的热度和喜悦。而当兰兰陷入舆论漩涡时，色调转为灰暗，以深蓝色和深灰色为主，象征着压抑和不安，让观众能够深刻体会到兰兰此时的委屈和无助，通过色彩的强烈对比，增强了故事的感染力和视觉冲击力。

Through the perfect combination of sound effects and visuals, the animation creates a highly immersive atmosphere. When Lanlan became popular, cheerful music and prompts for likes and comments kept playing, making the audience feel like they were in a lively online world and experiencing the enthusiastic atmosphere of pursuit. In the vortex of public opinion, the noisy voices, sharp sound effects, and constantly flickering negative comments in the picture create a chaotic and oppressive atmosphere, making the audience feel the horror of online violence as if they were there, enhancing their understanding of the dangers of controversial hot topics.

通过音效和画面的完美配合，动画营造出了极具代入感的氛围。在兰兰走红时，欢快的音乐和点赞评论的提示音不断响起，让观众仿佛置身于热闹的网络世界，感受到那种热烈的追捧氛围。而在舆论漩涡场景中，嘈杂的人声、尖锐的音效，以及画面中不断闪烁的不良言论，营造出一种混乱、压抑的氛围，让观众如同身临其境般感受到网络暴力的可怕，增强了观众对争议热点危害的认识。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

Tiktok’s MG animation, through ingenious design and wonderful presentation, presents complex rules to the audience in a vivid and interesting way, so that everyone has a deeper understanding of the rules of Tiktok’s governance of controversial hot spots. I hope that while enjoying the fun of the internet, everyone can also abide by the rules and work together to create a beautiful online environment.

抖音此次的 MG 动画，通过巧妙的设计和精彩的呈现，将复杂的规则以生动有趣的方式展现给观众，让大家对抖音治理争议热点的规则有了更深入的理解。希望大家在享受网络乐趣的同时，也能遵守规则，共同营造一个美好的网络环境。

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

—STORYBOARD /分镜
SISSI
—CONCEPTION /元素设计
LILI XIAO /HUAJUAN
—ORIGINALPAINTER /原画师
   LILI XIAO/HUAJUAN
—SCENE TEACHER /场景师
LILI XIAO/HUAJUAN
—COLOR SETTING /色定
LILI XIAO/HUAJUAN
—DIRECTOR /导演
SISSI
—PRODUCTION /制片
SISSI
—ANIMATOR /动画师
   JIAXU WANG/MINHUI ZHOU/ SHIGUO WANG
—SPECIAL EFFECT /特效师
JIAXU WSNG/MINHUI ZHOU/ SHIGUO WANG
—CHECKER /动检师
SISSI M
—EDITING /剪辑
SHIGUO WANG
—SYNTHESIS /合成
SHIGUO WANG
—SOUND&MIX /音效/混录/录音
   SHIGUO WANG
—VOICE ACTOR /配音演员
AUDIO JUNGLE

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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