《星巴克七夕星冰乐》MG动画——安戈力文化

—Client / 出品方
星巴克

—Project name & type/项目名称&类型
《星巴克七夕星冰乐》MG动画

—Production House / 制作方
UGLY/安戈力

—Production Date/产出时间
2025年8月20日

—Production cycle / 制作周期
15 days

1. BACKGROUND PROJECT

As the limited creativity of Starbucks Qixi, Jingui Sweet Apricot Star Bingle Animation takes intangible cultural heritage Paper Cuttings as the carrier, integrates flavor and romance perfectly, and injects unique cultural charm into the brand Qixi marketing. This time, with the core theme of “Xingbingle Qixi New Flavor, a mouthful of sweet apricots”, through the dynamic interpretation of Intangible Cultural Heritage carved Paper Cuttings, it shows the sweet flavor of the collision between Xianning Jingui and Golden Sun sweet apricots, and conveys the romantic atmosphere of Qixi. At the same time, relying on the Starbucks Qixi marketing node, combined with Hubei intangible cultural heritage resources, create animation content with both flavor appeal and cultural connotation, and strengthen the brand’s emotional connection and differential expression in the festival scene.

作为星巴克七夕限定创意，金桂甜杏星冰乐动画以非遗剪纸为载体，将风味与浪漫完美融合，为品牌七夕营销注入独特文化魅力。本次以“星冰乐七夕新风味，一口甜杏满口甜心” 为核心主题，通过非遗雕花剪纸的动态演绎，展现咸宁金桂与金太阳甜杏碰撞出的甜蜜风味，传递七夕浪漫氛围。同时依托星巴克七夕营销节点，结合湖北非遗文化资源，打造兼具风味吸引力与文化内涵的动画内容，强化品牌在节日场景的情感连接与差异化表达。

2. STORYBOARD

The picture unfolds gradually in the form of Paper Cuttings scroll. The little girl runs under the osmanthus tree and knocks it. The Paper Cuttings osmanthus flowers fall. This shot introduces the core material “Jin Gui” through the scene, naturally laying the groundwork for the product’s debut. With the falling of osmanthus flowers, the camera continues to move to the right. Xing Bingle appears in the Paper Cuttings scroll. The real osmanthus comes with the wind. The fixed camera focuses on the product, and the background scroll continues to move to the right. Through the combination of “Paper Cuttings+real elements”, highlight the relationship between products and Jingui, and strengthen the authenticity of raw materials. When the scroll moves to the right, the Paper Cuttings apricot rolls into the picture, and the Paper Cuttings picture flows behind. When the camera zooms out, the Paper Cuttings apricot turns into a real apricot, falling with the real osmanthus, and finally presents the product name and slugan. Fully present the flavor combination of “Golden Osmanthus+Sweet Apricot” and highlight the core selling points of the product at the end.

以剪纸画卷的形式逐步展开画面，小女孩跑入桂树下敲打桂树，剪纸桂花飘落。此镜头通过场景引入，自然带出核心原料“金桂”，为产品出场做铺垫。随着桂花飘落动势，镜头继续右移，星冰乐出现在剪纸画卷中，真实金桂随风飘来，固定镜头聚焦产品，背景卷轴持续右移。通过“剪纸 + 真实元素” 的结合，突出产品与金桂的关联，强化原料真实性。卷轴右移，剪纸甜杏滚入画面，后方剪纸画面流转，镜头拉远后剪纸甜杏变为真实甜杏，与真实金桂一同落下，最终呈现品名与 slogan。完整呈现 “金桂 + 甜杏” 的风味组合，收尾点明产品核心卖点。

3. CHARACTER SETTING

In the overall style design, it adopts the Paper Cuttings style of Hubei Intangible Cultural Heritage Carving, and combines the traditional Paper Cuttings art with dynamic pictures. It not only has the heavy sense of traditional culture, but also does not lose the flexibility of modern animation. It is highly consistent with the brand tonality of Starbucks, which is both classic and innovative. The main colors are golden and warm yellow. The golden yellow of osmanthus and the warm yellow of sweet apricot echo each other, conveying sweet and warm visual feelings, which not only fits the romantic atmosphere of Qixi, but also fits the warm color style of Starbucks product packaging. Through elements such as “Paper Cuttings roll unfolding”, “petal falling” and “scroll moving”, a delicate, romantic and ritualistic atmosphere is created, which not only highlights the warmth of the festival, but also conveys the delicacy of the product, which conforms to the brand positioning of Starbucks high-end drinks.

在整体的风格设计上，采用湖北非遗雕花剪纸风格，将传统剪纸艺术与动态画面结合，既有传统文化的厚重感，又不失现代动画的灵动性，与星巴克兼具经典与创新的品牌调性高度契合。以金色、暖黄色为主色调，金桂的金黄与甜杏的暖黄相互呼应，传递甜蜜、温暖的视觉感受，既契合七夕浪漫氛围，也符合星巴克产品包装的温暖色系风格。通过“剪纸画卷展开”“花瓣飘落”“卷轴移动” 等元素，营造出细腻、浪漫且富有仪式感的氛围，既突出了节日的温馨感，又传递了产品的精致感，符合星巴克高端饮品的品牌定位。

In the animation, there is only one “little girl” image, which is presented in the form of Paper Cuttings. The shape is simple, flexible and full of childlike vitality. The key to driving the plot development is through the behavior of the little girl (running under the tree, knocking on the laurel tree), which leads to the scene of golden osmanthus falling through natural and innocent actions. This not only weakens the commercial sense, but also adds the affinity of the picture, which is in line with the relaxed and pleasant consumption experience conveyed by the Starbucks brand.

动画中仅出现一位“小女孩” 形象，以剪纸形式呈现，造型简约灵动，充满童真活力。通过小女孩的行为（跑入树下、敲打桂树）成为推动情节发展的关键，通过自然天真的动作引出金桂飘落的场景，既弱化了商业感，又增添了画面的亲和力，契合星巴克品牌传递的轻松、愉悦的消费体验。

4. CAMERA VOICE DESIGN

In terms of animation effect, the dynamic interpretation of Paper Cuttings elements, such as osmanthus falling, sweet apricot rolling and scroll moving, makes static Paper Cuttings “live” and improves the interest of the picture. Through the combination of “camera movement+elemental momentum”, such as osmanthus falling to drive the camera shift, and sweet apricot rolling to introduce product information, the plot transitions naturally and smoothly. At the same time, by overlaying text messages such as “a cup of 70 golden osmanthus” and “a mouthful of sweet apricot filled with sweetness”, the core selling points are conveyed through visual impact, enhancing the attractiveness and conversion power of the content.

在动画效果上，以剪纸元素的动态演绎，如桂花飘落、甜杏滚动、卷轴移动，让静态剪纸“活” 起来，提升画面趣味性。通过 “镜头移动 + 元素动势” 的配合，如桂花飘落带动镜头转移，甜杏滚动引出产品信息，让情节过渡自然流畅。同时，叠加 “一杯 70 朵金桂”“一口甜杏满口甜心” 等文字信息，在视觉冲击中传递核心卖点，提升内容的吸引力与转化力。

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
SHANGHAI GANIFO
—STORYBOARD /分镜
SILI
—SCENE TEACHER /场景师
SILI
—DIRECTOR /导演
SHUIZHI YIN
—PRODUCTION /制片
LIJUAN ZHUANG
—ANIMATOR /动画师
JIAXU WANG
—CHECKER /动检师
JIAXU WANG
—SYNTHESIS /合成
JIAXU WANG
—SOUND&MIX /音效/混录/录音
YUEXI ZHAN
—MUSIC /选曲
LIJUAN WANG

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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