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《抖音健康分》MG动画——安戈力文化

互联网| 佳片精选 |MG图形动画

—Client / 出品方

字节跳动

—Project name & type/项目名称&类型

抖音健康分MG动画宣传片

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2023年12月15日

—Production cycle / 制作周期

22 days

1. BACKGROUND PROJECT

The prosperity of the Douyin livestreaming ecosystem has led the platform to introduce a new Health Score system to ensure user experience and maintain a healthy livestreaming environment. This system aims to regulate the behavior of streamers through a series of rules, encouraging positive content creation while combating violations, thereby building a more harmonious livestreaming community.

随着抖音直播生态的日益繁荣，平台为了保障用户体验和直播环境的健康，推出了新版健康分系统。该系统旨在通过一系列规则来规范主播的行为，鼓励积极正面的内容创作，打击违规行为，从而构建一个更加和谐的直播社区。

Douyin Livestreaming has launched a new set of Health Score rules. Initially, every streamer starts with 100 points. Once a streamer engages in rule violations, they can lose between 1 to 8 points. If the Health Score drops below 40 points, the streamer loses the ability to participate in PKs (Player Kills, a feature where streamers compete for viewer engagement). When the score further decreases below 20 points, the streamer is no longer able to receive any gifts from viewers.

抖音直播推出了新版健康分规则，初始健康分为100分，一旦主播出现违规行为，将会被扣除1到8分不等。如果健康分下降至40分以下，那么主播将失去PK的功能；而当分数进一步降低至20分以下时，主播便无法再从直播中获取任何打赏收入。

However, streamers can earn additional points by conducting livestreams in compliance with regulations and completing relevant compliance tests. Additionally, obtaining specific certifications can increase the maximum Health Score to 120 points. These changes are designed to encourage streamers to maintain a healthy and positive livestreaming environment.

不过，主播们可以通过遵守规定进行直播以及完成相关的合规性测试来获得额外的加分。另外，申请并获得特定的资质认证，还能提升健康分的上限至120分。这些改变旨在鼓励主播们维护一个健康、积极的直播环境。

2. STORYBOARD

The narrative of the entire MG animation revolves around the introduction of the new Health Score rules on the Douyin livestreaming platform. The story is told from the perspective of an audience member, showcasing a vibrant virtual livestreaming world. In this world, the Health Score serves as a critical measure of a streamer's conduct, starting at 100 points. Violations result in point deductions, and low scores can lead to the loss of certain functions like PKs or the inability to receive gifts. Streamers can recover or even increase their Health Score by conducting compliant livestream activities and completing compliance exams. Obtaining relevant certifications can raise the maximum Health Score to 120 points.

整个MG动画的故事设定围绕抖音直播平台推出的新版健康分规则展开。故事从一位观众的角度切入，展示了一个充满活力的虚拟直播世界。在这个世界里，健康分成为了衡量主播行为的重要指标，初始为100分。如果有违规行为，健康分会被扣除，分数过低会导致主播丧失部分功能，比如PK功能禁用或无法获得打赏。然而，主播也可以通过合法合规地进行直播活动和完成合规性考试来恢复甚至增加健康分。申请相关资质还可以提高健康分的上限，最高可达120分。

The animation uses dynamic graphics and scene transitions to convey the core information of the Health Score rules and encourages users and streamers alike to work together to create a healthier, more civilized livestreaming environment.

动画通过一系列动态图形和场景转换，传达了健康分规则的核心信息，并鼓励用户和主播一起努力，创造一个更加健康、文明的直播环境。

That's right, the new Health Score rules for Douyin Livestreaming have been launched. Under the new rules, streamer accounts are managed on a tiered basis according to their score. The initial Health Score is set at 100 points, and each violation results in a deduction of between 1 to 8 points. When the Health Score drops below 40 points, the PK function will be disabled, and if it falls below 20 points, streamers will no longer be able to receive gifts or tips from viewers. In addition, streamers can earn bonus points by conducting compliant livestreams and completing compliance exams. Applying for and obtaining relevant certifications can also increase the total score limit.

抖音直播新版健康分规则上线啦。新规则依据分值，对主播账号进行阶梯式管理。健康分初始分值为 100 分，每次违规扣除 1-8 分不等。健康分低于 40 分，PK 功能将被禁用，低于 20 分，主播将无法获得打赏收入。此外，主播可通过合规直播、完成合规考试等方式获得加分。申请相关资质，还可以提高总分上限哦。

3. CHARACTER SETTING

In terms of color design, bright and high-contrast colors are used to highlight important information, such as the appearance of envelopes and on-screen prompts. During scenes depicting happy moments among streamers, warmer and brighter colors may be used to convey a positive emotional atmosphere. Different color codes may represent different statuses of the Health Score; for example, a warning color might be used when the Health Score falls below 40 points, whereas a reward color could be used when the score exceeds a certain level.

在动画的色彩设计上使用了鲜艳且对比度高的颜色来突出重要信息，例如信封和信纸的出现，以及屏幕上的提示信息，在表现主播们开心的场景时，色彩可能会更温暖和明亮，以体现积极正面的情感氛围。对于健康分的不同阶段，不同的颜色编码可能被用来代表不同的状态，比如健康分低于40分时可能使用警告色，而当健康分高于一定数值时则可能使用奖励色。

Various composition techniques are employed, such as split-screen to display two related scenes simultaneously during the explanation of Health Score rules, which helps convey multiple messages without cluttering the screen. For some scenes, such as when a character enters the screen, panoramic perspectives are used to give viewers a sense of immersion.

在构图上使用了多种构图技巧，例如在介绍健康分规则时，使用了分屏技术来同时展示两个相关的场景，这有助于同时传达多条信息而不使画面显得拥挤。在某些场景中，比如女生被带入屏幕的过程，构图采用了全景视角，这使得观众能够看到完整的动作流程，并感受到一种沉浸感。

4. CAMERA VOICE DESIGN

The opening shot of the animation employs a rising angle to show a female viewer transitioning from the real world into the virtual livestreaming space. This is followed by a tracking shot revealing many streamers of different ages and professions engaged in livestreaming, emphasizing the diversity and inclusiveness of livestream content. Then, there's a close-up of an envelope unfolding, showing the official implementation date of the new Health Score rules. A pull-back shot is used to illustrate the specifics of the Health Score, leading the viewer, along with the protagonist, into a hierarchical structure formed by various streamers.

在动画的开场镜头采用了上摇的手法，展示了一位女性观众从现实世界进入虚拟直播空间的过程。随后通过推进镜头展现了许多不同年龄和职业的主播正在直播的画面，强调了直播内容的多样性和包容性。接下来是信封展开的画面，通过近景镜头展示了新的健康分规则的正式实施日期。在介绍健康分具体内容时，运用了后拉镜头，让观众仿佛跟着女主角一起进入了由不同主播组成的层级结构中。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

Split-screen techniques are used to present how points can be earned through compliant livestreaming and exams. Finally, a push-in shot introduces the importance of applying for certifications and the maximum achievable Health Score. The animation concludes with a full-screen view, where the interface slides apart to reveal the text "Together, let's record true beauty and build a civilized livestreaming culture," serving as a call-to-action for the audience to participate in fostering a good livestreaming culture.

在画面设计上使用分屏技术呈现了如何通过合规直播和合规考试获得加分的信息。最后，通过推进镜头引出申请资质的重要性，以及健康分可以达到的最大值。动画以全屏视角结束，界面向两侧拉开，显现出文字“让我们一起，记录真实美好，共建文明直播”，以此作为整个动画的结尾，呼吁观众共同参与创建良好的直播文化。

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

BINGGANKEJI

—STORYBOARD /分镜

BINGGANKEJI

—CONCEPTION /元素设计

YIMEI

—ORIGINALPAINTER /原画师

LINQING YE

—MIDDLEPICTURE /中间画

HANYUE/XINYU

—SCENE TEACHER /场景师

XIXI JIANG

—COLOR SETTING /色定

SILI

—PRODUCTION /制片

LINLIN HUANG

—ANIMATOR /动画师

ZHANG CHEN/SHENGBAI CHEN/QIANG HUANG

—SPECIAL EFFECT /特效师

—CHECKER /动检师

—SYNTHESIS /合成

SHENGBAI CHEN

—SOUND&MIX /音效/混录/录音

XIANGJIE SU

—MUSIC /选曲

XIANGJIE SU

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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