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《歪马送酒》MG动画

生活服务| 佳片精选 |二维动画|MG图形动画

—Client / 客户

美团x歪马送酒

—Project name & type/项目名称&类型

歪马送酒MG动画宣传片

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年5月21日

—Production cycle / 制作周期

51 days

1. BACKGROUND PROJECT

Drinks are an indispensable part of family dinners, late-night drinks, parties, and business dinners, however, the traditional way of buying in person often makes people feel inconvenient at critical moments. In the fast-paced modern life, consumers' demand for alcohol is becoming more and more urgent.

在家庭聚餐、深夜小酌，到派对聚会、商务宴请中，酒水是不可或缺的一部分，然而，传统的线下购买方式常常让人们在关键时刻感到不便。在快节奏的现代生活中，消费者对酒水的即时性需求愈发迫切。

Meituan's self-operated brand Crooked Horse Wine Delivery was born to provide affordable, fidelity and fast instant delivery services through a unified self-operated supply chain, pre-warehouse and self-owned distribution model. It not only solves the needs of consumers to buy wine immediately, but also provides affordable entry policies and entrepreneurship training for wine suppliers, creating a mutually beneficial and convenient sales chain.

美团旗下自营品牌歪马送酒顺势而生，通过统一自营供应链、前置仓和自有配送模式，提供平价、保真、速达的酒水即时送服务。不仅解决了消费者即时购酒的需求，还为酒水供应商提供实惠的入驻政策和创业培训，打造了一条互惠便捷的销售链。

2. STORYBOARD

Crooked Horse Wine Delivery is committed to meeting the immediate demand of modern consumers for alcohol, providing low-cost and genuine wine delivery services, which perfectly solves the problem of alcohol shortage on various occasions. Whether it's a family dinner, a late-night drink, a party, or a business banquet, the crooked horse can respond quickly. At the same time, it provides professional entry guidance services for wine suppliers, which is a convenient, fast and win-win efficient platform.

歪马送酒致力于满足现代消费者对酒水的即时需求，提供价低货真的酒水即时送服务，完美解决了在各种场合下的酒水短缺问题。不论是家庭聚餐、深夜小酌，还是派对狂欢、商务宴请，歪马送酒都能快速响应。同时，它为酒水供应商提供专业的入驻指导服务，是一个方便快捷、双赢的高效平台。

In this animation design, Angol skillfully used MG's flat animation style, with a bright yellow main color and the visual consistency of the brand logo, which enhanced the brand memory point. Through vivid small scenes and characters, the animation meticulously shows the embarrassing moments of lack of alcohol in family dinners, late-night drinks, party carnivals and business banquets, as well as the quick solutions provided by crooked horses to deliver wine, fully demonstrating its efficiency and convenience, and enhancing the visual appeal and information transmission effect of the animation.

在本次动画设计中，安戈力巧妙运用MG扁平动画风格，以鲜明的黄色主色调和品牌logo的视觉一致性，增强了品牌记忆点。动画通过生动的小场景和人物形象，细致展示了家庭聚餐、深夜小酌、派对狂欢和商务宴请中的尴尬缺酒时刻，以及歪马送酒提供的快速解决方案，充分展示了其高效性和便利性，提升了动画的视觉吸引力和信息传递效果。

3. CHARACTER SETTING

In this animation, four types of characters are designed: consumers, crooked horse delivery staff, anthropomorphic crooked horse characters, and suppliers. Consumers of all ages and occupations are suffering from a lack of alcohol at family dinners, late-night drinks, parties and business dinners. The staff wears uniform uniforms and handles the goods professionally; The crooked horse character also wore overalls and appeared with the staff, which increased the affinity and professionalism of the brand; Suppliers can easily settle in, receive training, and finally successfully sell the wine through the Crooked Horse Wine Delivery Platform, with a satisfied smile on their faces.

本次动画中设计了四类角色：消费者、歪马送酒工作人员、拟人化的歪马形象以及供应商。消费者形象涵盖了不同年龄段和职业背景，他们在家庭聚餐、深夜独酌、派对聚会和商务宴请等场景中遇到缺酒的困扰；工作人员则穿着统一工作服，专业地处理货品；歪马角色也穿着工作服，和工作人员一同出现，增加了品牌的亲和力和专业性；供应商通过歪马送酒平台轻松入驻、接受培训，最后成功销售酒水，脸上洋溢着满意的笑容。

4. CAMERA VOICE DESIGN

The opening of the camera switches continuously, showing the fast-paced life of the city and the embarrassing moments of various lack of alcohol, which immediately leads to the solution - the operation interface of the crooked horse wine delivery platform. Then, the flexible transition shows various small scenes, reflecting the efficient operation of the unified self-operated supply chain, front-end warehouse and self-owned distribution mode.

镜头开场连续切换，展示城市快节奏生活和各种缺酒的尴尬时刻，立刻引出解决方案——歪马送酒平台的操作界面。接着，灵活转场展示各类小场景，体现统一自营供应链、前置仓和自有配送模式的高效运作。

The entry policy section also shows supply chain monitoring, warehouse management, intelligent product selection, pricing, sales forecasting, automatic ordering and inventory management through vivid small scenes and transitions, which are full of details. In terms of sound design, the background music is relaxed and cheerful, which fits perfectly with the fast-paced city life scene. The music is rich in layers, and at the end, it is even more convincing with the advertising slogan "Do wine retail business, just send wine to the beauty pageant".

入驻政策部分也通过生动的小场景和转场，展示供应链监控、仓库管理、智能选品、定价、销售预测、自动订货及库存管理等环节，细节满满。声音设计方面，背景音乐轻松欢快，与快节奏的城市生活场景完美契合。音乐层次丰富，最后配合广告口号“做酒水零售生意，就选美团歪马送酒”，更显信服力。

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

—SPLIT MIRROR /分镜

YUXIN LIU

—CONCEPTION /元素设计

XINGJIA HOU

—SCENE TEACHER /场景师

XINGJIA HOU

—COLOR SETTING /色定

JIALE CAI

—PRODUCTION /制片

YUXIN LIU

—ANIMATOR /动画师

MINHUI ZHOU / XIANGFENG CAI

—CHECKER /动检师

SHIGUO WANG

—SOUND&MIX /音效/混录/录音

MINHUI ZHOU / SHIGUO WANG

—MUSIC /选曲

XIANGFENG CAI

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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