《南航政企》实拍结合MG动画——安戈力文化

—Client / 出品方
南航

—Project name & type/项目名称&类型
《南航政企》实拍结合MG动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2024年11月10日

—Production cycle / 制作周期
30 days

1. BACKGROUND PROJECT

As a leading domestic air transport enterprise, China Southern Airlines not only undertakes the mission of daily passenger transportation but also provides efficient and reliable travel solutions for government and corporate customers on a long-term basis. While deeply cultivating in the field of aviation services, China Southern Airlines has always emphasized the binding of its brand with Chinese culture. The core theme of this promotional video for China Southern Airlines’ government and corporate clients is “Guoyun Shanhe, Nanhang Accompanies”, which deeply integrates Chinese traditional culture, magnificent natural scenery, and the vitality of modern cities. Through a presentation method that intertwines live action and animation, it not only showcases the diverse charm of the Chinese land but also conveys the professionalism and warmth of China Southern Airlines as a travel partner for government and corporate clients, creating a visual narrative that “connects tradition and modernity, and links mountains, rivers, and hearts”.

南航作为国内领先的航空运输企业，不仅承载着日常客运的使命，更长期为政企客户提供高效、可靠的出行解决方案。在深耕航空服务领域的同时，南航始终注重品牌与中国文化的绑定。本次南航政企宣传片以“国韵山河，南航相伴” 为核心主题，将中国传统文化、壮丽自然风光与现代化城市活力深度融合，通过实拍与动画交织的呈现方式，既展现中华大地的多元魅力，又传递南航作为政企出行伙伴的专业与温度，打造 “连接传统与现代、串联山河与人心” 的视觉叙事。

2. STORYBOARD

The promotional video adopts a structure of “color narrative + scene progression”, using five core colors as clues to connect visual content from different dimensions, forming a logical loop of “traditional imagery — natural mountains and rivers — modern vitality”: Firstly, through the red chapter: focusing on red elements such as the Forbidden City, Peking Opera, fish lanterns, and oil paper umbrellas, paired with intangible cultural heritage paper cutting techniques, laying the foundation for traditional cultural tone; then the yellow chapter: centered around Jiayuguan, Tarim Poplar Forest, Buddha’s Hand, camels, etc., outlining the vastness and weight of the Silk Road, incorporating intangible cultural heritage techniques such as pottery, wood carving, and sugar painting; followed by the green chapter: showcasing natural and cultural landscapes such as the Hulunbeir grasslands, Guilin scenery, and the Great Wall, paired with animated elements such as green mountain scenery, auspicious clouds, and cypress trees, conveying vitality and tranquility; and the blue chapter: connecting blue-themed scenes such as Qingdao’s red tiles and blue sky, Sanya’s sea scenery, and Sayram Lake, incorporating cultural symbols such as blue and white porcelain, blue dyeing, and Miao clothing, combining natural beauty and cultural heritage; finally, the golden chapter: centered around modern cities such as Changsha’s Juzizhou, Chongqing’s Hongyadong, and Shanghai’s Oriental Pearl TV Tower, mixing tourism projects and specialty foods, highlighting the vitality of the times, ultimately ending with the China Southern Airlines brand logo, completing the narrative return of “mountains and rivers — culture — China Southern Airlines”.

宣传片采用“色彩叙事 + 场景递进” 的结构，以五大核心色彩为线索，串联起不同维度的视觉内容，形成 “传统意象 — 自然山河 — 现代活力” 的逻辑闭环：首先，通过红色篇章：聚焦故宫、京剧、鱼灯、油纸伞等红韵元素，搭配非遗剪纸技艺，奠定传统文化基调；然后黄色篇章：以嘉峪关、塔里木胡杨林、佛手、骆驼等为核心，勾勒丝绸之路的苍茫与厚重，融入陶艺、木刻、糖画等非遗技艺；其次绿色篇章：展现呼伦贝尔大草原、桂林山水、长城等自然与人文景观，搭配绿色山景、祥云、柏树等动画元素，传递生机与静谧；以及蓝色篇章：串联青岛红瓦蓝天、三亚海景、赛里木湖等蓝色系场景，融入青花瓷、蓝染、苗族服饰等文化符号，兼具自然之美与人文底蕴；最后金色篇章：以长沙橘子洲、重庆洪崖洞、上海东方明珠等现代化城市为核心，混剪旅游项目与特色美食，彰显时代活力，最终落版于南航品牌标识，完成“山河 — 文化 — 南航” 的叙事回归。

The overall content encompasses traditional elements such as historical monuments, intangible cultural heritage, and natural scenery, while also incorporating modern elements like modern cities, diverse tourism, and government and corporate travel scenarios. It fully meets the dual needs of government and corporate customers for “cultural identity” and “efficient travel”.

整体内容既涵盖了历史古迹、非遗文化、自然风光等传统元素，也纳入了现代化城市、多元旅游、政企出行场景等现代内容，全面呼应政企客户对“文化认同” 与 “高效出行” 的双重需求。

3. CHARACTER SETTING

The characters in the promotional video are centered around the roles of “Cultural Inheritor + Life Experiencer + Government and Corporate Traveler”, adhering to the principle of “fewer but better” presentation. This approach not only enhances the sense of immersion but also avoids overshadowing the main focus. For instance, the Cultural Inheritor showcases skilled artisans in intangible cultural heritage demonstrations (pottery, wood carving, sugar painting), as well as ethnic performers (Peking Opera actors, Blue Clothes Zhuang compatriots) dressed in traditional attire, performing with focus and proficiency, embodying the vitality of traditional culture and echoing China Southern Airlines’ emphasis on cultural inheritance. The Life Experiencer depicts scenes such as a little girl opening an airplane window, a chef preparing food, participants in tourism activities, and travelers hugging at the airport. These everyday scenarios and actions convey the core message of “travel connects the beautiful”, allowing government and corporate clients to feel the humanistic warmth behind China Southern Airlines’ services.

宣传片中的人物形象以“文化传承者 + 生活体验者 + 政企出行者” 为核心，注重 “少而精” 的呈现原则，既强化代入感，又不喧宾夺主：比如文化传承者：非遗技艺展示中的匠人（陶艺、木刻、糖画制作）、民族表演者（京剧演员、蓝衣壮族同胞），身着传统服饰，动作专注而娴熟，传递传统文化的生命力，呼应南航对文化传承的重视；以及生活体验者：小女孩拉开飞机窗户的瞬间、美食制作中的厨师、旅游项目中的参与者、机场相拥的旅人，以生活化的场景与动作，展现“出行连接美好” 的核心诉求，让政企客户感受到南航服务背后的人文温度。

4. CAMERA VOICE DESIGN

Adopting a fusion style of “China-Chic + Documentary Feel”, the actual shooting part focuses on the authenticity and texture of the scenes. Whether it’s the grandeur of the Forbidden City, the vastness of the grasslands, or the bustling city, the scenes are restored to their true essence through realistic shots. The animation part extracts elements such as auspicious clouds, flying cranes, and ribbons from traditional patterns, using simple and vivid lines to outline the aesthetics of traditional Chinese charm. The seamless integration of actual shooting and animation not only retains the weighty feeling of traditional culture but also adds visual expressiveness, highly aligning with China Southern Airlines’ brand tone of “stability without losing vitality, professionalism with warmth”.

采用“国潮风 + 纪实感” 的融合风格，实拍部分注重场景的真实性与质感，无论是故宫的恢弘、草原的辽阔，还是城市的繁华，都以写实镜头还原场景本真；动画部分则提取传统纹样中的祥云、飞鹤、丝带等元素，以简约灵动的线条勾勒国韵美学，实拍与动画的无缝衔接，既保留了传统文化的厚重感，又增添了视觉表现力，与南航 “稳重而不失活力、专业而富有温度” 的品牌调性高度契合。

Create an atmosphere that is “grand yet delicate, heavy yet lively”: historical scenes (the Forbidden City, the Mogao Caves) are presented with long shots and slow pans to showcase their grandeur; intangible cultural heritage skills (Paper Cuttings, sugar painting) are highlighted with medium and close-up shots to emphasize the texture of details; natural landscapes (grasslands, mountains and rivers) are presented in panoramic views to convey a vast and expansive atmosphere; modern cities are created with fast cuts and montages to evoke a vibrant atmosphere. The addition of animation elements (floating auspicious clouds, swaying lanterns, shuttling ribbons) adds liveliness to the overall atmosphere, allowing traditional culture to blend naturally with modern scenes. This not only meets the aesthetic preferences of government and corporate clients, but also conveys the brand atmosphere of China Southern Airlines, which is “connecting beauty, creating value together”.

营造“恢弘而不失细腻、厚重而不乏灵动” 的氛围：历史场景（故宫、莫高窟）通过远景、慢推镜头展现恢弘气势；非遗技艺（剪纸、糖画）以中近景突出细节质感；自然景观（草原、山水）用全景呈现辽阔意境；现代化城市则以快剪、混剪营造活力氛围。动画元素的加入（飘动的祥云、摇曳的灯笼、穿梭的丝带）为整体氛围增添灵动性，让传统文化与现代场景自然交融，既符合政企客户的审美偏好，又传递出南航 “连接美好、共创价值” 的品牌氛围。

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
JIANGBING
—STORYBOARD /分镜
HAIQUAN LU
—CONCEPTION /元素设计
XUWEI LEI/PUJUN
—ORIGINALPAINTER /原画师
   CHUNYING LIAO/WENQIN LI
—SCENE TEACHER /场景师
SHA DENG/YANG REN
—COLOR SETTING /色定
NA GUO
—DIRECTOR /导演
JIANGBING/SISSI
—PRODUCTION /制片
JIANGBING/SISSI
—ANIMATOR /动画师
   JIAXU WANG/MINHUI ZHOU
—SPECIAL EFFECT /特效师
JIAXU WANG/MINHUI ZHOU
—CHECKER /动检师
   JIANGBING/SISSI
—EDITING /剪辑
HAIQUAN LU
—SYNTHESIS /合成
MINHUI ZHOU
—SOUND&MIX /音效/混录/录音
   JIAXU WANG/MINHUI ZHOU
—MUSIC /选曲
HAIQUAN LU

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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