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《京东618》拼贴动画——安戈力文化

互联网|信息产品| 佳片精选 |MG图形动画

—Client/出品方

京东

—Project name & type/项目名称&类型

《京东618》拼贴MG动画

—Production House /制作方

UGLY/安戈力

—Production Date/产出时间

2024年6月16日

—Production cycle /制作周期

9 days

1.BACKGROUNDPROJECT

In this vibrant June, JD.com celebrated its 21st anniversary with a shopping extravaganza called "JD 618" that is gaining popularity worldwide. To celebrate this special moment, JD.com has carefully created a collage animation that closely integrates well-known brands from around the world with JD 618, bringing consumers an unprecedented visual feast and shopping experience.

在这个充满活力的6月，京东迎来了它的21周年庆，一场名为“京东618”的购物盛宴正在全球范围内掀起热潮。为了庆祝这一特殊时刻，京东精心打造了一场拼贴动画，将来自世界各地的知名品牌与京东618紧密结合，为消费者带来了一场前所未有的视觉盛宴和购物体验。

The theme of this collage animation is "Happy Shake Grand Prize, JD provides the 'strongest gift' from 21 countries". Through creative visuals and vivid voice acting, it takes consumers into a shopping world full of surprises and joy. In the animation, well-known brands from 21 countries appeared one after another, and every frame was full of surprises and expectations, allowing consumers to enjoy the visual feast while also feeling the shopping frenzy of JD 618.

本次拼贴动画以“开心摇大奖，京东配齐21国‘最强礼物’”为主题，通过创意十足的画面和生动的配音，将消费者带入一个充满惊喜和欢乐的购物世界。动画中，来自21个国家的知名品牌纷纷亮相，每一帧都充满了惊喜和期待，让消费者在享受视觉盛宴的同时，也能感受到京东618的购物狂欢。

2.STORYBOARD

In this collage animation, JD.com teamed up with many internationally renowned brands such as Rolex, La mer, Helena, and Archaeopteryx to bring consumers a global shopping feast. These brands not only represent the culture and quality of their respective countries, but also perfectly integrate with the shopping frenzy of JD 618, providing consumers with more diverse choices and a better shopping experience.

在这次拼贴动画中，京东携手劳力士、La mer、赫莲娜、始祖鸟等众多国际知名品牌，共同为消费者带来了一场全球购物盛宴。这些品牌不仅代表了各自国家的文化和品质，更与京东618的购物狂欢完美融合，为消费者提供了更多样化的选择和更优质的购物体验。

Watching me 'shake' and start exerting force!!!!

Gerne den Jackpot knacken, the first Rolex in your life!

Happy to shake the jackpot, you also have the same style as a noblewoman!

Heureux de secouer le jackpot, French elegance get!

Happy to shake the jackpot, Archaeopteryx will take you to change the most handsome guy!

ジャイクプトるがうれしい (Wishing you a happy jackpot), play together and double the joy!

Happy to shake the jackpot, blow away anything unhappy!

Happy to shake the jackpot, the new iPad is equipped with technology control!

Glad for at ryste jackpot, keep your childlike innocence and happiness!

Happy to shake the jackpot, and strive for wealth with you in both directions!

Blij om de jackpot te schudden, life must be sweeter!

Feliz de sacudir el premio gordo (wishing you a happy shake of the big prize), let your details down to the hair strands!

Happy to shake the jackpot, give your baby the most pampered!

Wishing you a happy lottery and nourishing every day!

Wishing you a happy shake of the jackpot, JD is equipped with the "strongest gifts" from 21 countries waiting for you!

On the evening of June 17th at 8pm, open the JD app and shake it! Take home millions of physical gifts, cars, and villas for a penny! Everyone has a share of 1 billion red envelopes!

看着我“摇”开始发力了！！！！

Gerne den Jackpot knacken（祝你开心摇大奖），人生第一块劳力士到手！

Happy to shake the jackpot（祝你开心摇大奖），贵妇同款 la mer 你也有！

Heureux de secouer le jackpot（祝你开心摇大奖），法式优雅 get！

Happy to shake the jackpot（祝你开心摇大奖），始祖鸟带你爆改最帅的仔！

ジャックポットを振るのがうれしい（祝你开心摇大奖），一起玩快乐加倍！

Happy to shake the jackpot（祝你开心摇大奖），不开心的都吹走！

Happy to shake the jackpot（祝你开心摇大奖），新款 iPad 加持科技控！

Glad for at ryste jackpotten（祝你开心摇大奖），保持童心保持开心！

Happy to shake the jackpot（祝你开心摇大奖），与你双向奔富！

Blij om de jackpot te schudden（祝你开心摇大奖），生活总得多点甜！

Feliz de sacudir el premio gordo（祝你开心摇大奖），让你细节到头发丝！

Happy to shake the jackpot（祝你开心摇大奖），给宝宝最宠的！

祝你开心摇大奖，滋润每一天！

祝你开心摇大奖，京东配齐来自 21 国“最强礼物”等你来！

6 月 17 日晚 8 点，打开京东 APP 摇一摇！千万份实物好礼、汽车、别墅统统一分钱带回家！更有 10 亿红包人人有份！

3.CHARACTER SETTING

From a visual design perspective, this collage animation adopts fresh and bright color combinations and simple and smooth animation effects, creating a relaxed and pleasant atmosphere. The display of each brand is in line with its tone, such as Rolex's luxury, La mer's delicacy, Helena's elegance, etc., all perfectly presented through the detailed design in the animation. At the same time, the dubbing and subtitles in the animation also fully consider the cultural and language habits of different countries, ensuring accurate transmission of information and emotional resonance.

从视觉设计上看，在这次的拼贴动画采用了清新明亮的色彩搭配和简洁流畅的动画效果，营造出一种轻松愉快的氛围。每一个品牌的展示都与其调性相契合，如劳力士的奢华、La mer的精致、赫莲娜的优雅等，都通过动画中的细节设计得以完美呈现。同时，动画中的配音和字幕也充分考虑了不同国家的文化和语言习惯，确保了信息的准确传递和情感的共鸣。

4.CAMERA VOICE DESIGN

In terms of camera language, this collage animation adopts various techniques to enhance the attractiveness and expressiveness of the content.

在镜头语言方面，本次拼贴动画采用了多种手法来增强内容的吸引力和表现力。

Firstly, through clever composition and animation effects, the products of various brands are combined with local iconic buildings or cultural elements to create a unique visual impact. For example, the textures of Rolex and the Swiss Palace of Nations, as well as the fusion of La mer and the Statue of Liberty in the United States, are all impressive. Secondly, the color matching in the animation is also highly ingenious, which not only conforms to the brand's tone, but also creates a joyful and peaceful atmosphere.

首先，通过巧妙的构图和动画效果，将各个品牌的产品与当地的标志性建筑或文化元素相结合，形成了一种独特的视觉冲击力。例如，劳力士与瑞士万国宫的贴图、La mer与美国自由女神像的融合等，都让人印象深刻。其次，动画中的色彩搭配也极具匠心，既符合品牌的调性，又能营造出一种欢乐祥和的氛围。

Finally, through vivid dubbing and subtitles, the emotions and information of the animation are conveyed to the audience, allowing them to enjoy a visual feast while also experiencing the shopping frenzy of JD 618.

最后，通过生动的配音和字幕，将动画的情感和信息传递给观众，让观众在享受视觉盛宴的同时，也能感受到京东618的购物狂欢。

In this month full of surprises and joy, the JD 618 global carnival is in full swing. Come and participate in this "Strongest Gift" collage animation feast from 21 countries! On the evening of June 17th at 8pm, open the JD app and shake it. Take home millions of physical gifts, cars, and villas for nothing! Everyone has a share of 1 billion red envelopes! Let's enjoy this shopping carnival together and experience the endless surprises and joy brought by JD 618!

在这个充满惊喜和欢乐的6月，京东618全球狂欢正在如火如荼地进行中。快来参与这场来自21国的“最强礼物”拼贴动画盛宴吧！6月17日晚8点，打开京东APP摇一摇，千万份实物好礼、汽车、别墅统统一分钱带回家！更有10亿红包人人有份！让我们一起享受这场购物狂欢，感受京东618带来的无限惊喜和欢乐吧！

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

JINGDONG

—STORYBOARD /分镜

JINGDONG

—CONCEPTION /元素设计

YUSHUANG MA

—ORIGINALPAINTER/原画师

YUSHUANG MA

—SCENE TEACHER /场景师

YUSHUANG MA

—COLOR SETTING /色定

YUSHUANG MA

—DIRECTOR /导演

XIAOLIN ZHAO

—PRODUCTION /制片

XIAOLIN ZHAO

—ANIMATOR /动画师

JIAXU WANG /MINHUI ZHOU

—SPECIAL EFFECT /特效师

JIAXU WANG /MINHUI ZHOU

—CHECKER /动检师

XIAOLIN ZHAO/M

—SOUND&MIX /音效/混录/录音

JIAXU WANG /MINHUI ZHOU

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 andXiamen) 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 than1148 projectshas reached92.9%, and nearly50 MGMotion 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。

UGLYis 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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