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《美团X大掌柜》MG动画——安戈力文化—Dir cut

互联网| 佳片精选 |MG图形动画

—Client / 出品方

美团×叫我大掌柜

—Project name & type/项目名称&类型

《美团X大掌柜》MG动画

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年4月30日

—Production cycle / 制作周期

35 days

1. BACKGROUND PROJECT

In this rapidly changing digital era, Meituan has always stood at the forefront of innovation, continuously exploring the possibilities of integration with different fields. Today, we have collaborated with the classic IP "Call Me Manager" to jointly launch a creative and surprising MG animation titled "Meituan x Call Me Manager". This animation is not only a feast for the eyes and culture but also a profound interpretation of food and the spirit of commerce.

在这个瞬息万变的数字时代，美团始终站在创新的前沿，不断探索与不同领域的融合可能。今天，我们携手经典IP《叫我大掌柜》，共同推出了一部充满创意与惊喜的MG动画——《美团x叫我大掌柜》。这部动画不仅是一次视觉与文化的盛宴，更是对美食与商道精神的深刻诠释。

The "Meituan x Call Me Manager" MG animation revolves around the cross-over collaboration between Meituan and "Call Me Manager". Through exquisite visuals and vivid plots, it showcases the unique charm of food and commercial culture. As China's leading e-commerce platform for lifestyle services, Meituan has always been committed to providing consumers with convenient and high-quality food experiences. Meanwhile, "Call Me Manager" has attracted countless players with its rich historical and cultural heritage and unique business wisdom. This collaboration aims to combine Meituan's food culture with the commercial spirit of "Call Me Manager" to jointly create a legendary story about food and commerce.

《美团x大掌柜》MG动画以美团与《叫我大掌柜》的跨界合作为主题，通过精美的画面和生动的情节，展现了美食与商道文化的独特魅力。美团，作为中国领先的生活服务电子商务平台，一直致力于为消费者提供便捷、优质的美食体验。而《叫我大掌柜》则以其丰富的历史文化底蕴和独特的商业智慧，吸引了无数玩家的喜爱。此次合作，旨在将美团的美食文化与《叫我大掌柜》的商道精神相结合，共同打造一段关于美食与商业的传奇故事。

2. STORYBOARD

The story begins on the bustling streets of a modern city, where a Meituan food delivery rider zips through traffic on an electric bike, tightly gripping a delivery destined for the "Bianliang Inn" in the world of the "Call Me Manager" game. In the MG animation's Bianliang City, this delivery is endowed with special meaning and value, becoming a bridge connecting the past and present, and transmitting feelings and friendships. Ultimately, the delivery rider, carrying this precious gift, travels back to the real world to personally deliver the historically and emotionally charged delivery to the hands of the manager in the "Call Me Manager" game world.

故事始于现代都市的繁华街头，一位美团外卖小哥骑着电动车，穿梭在车水马龙之间，手中紧握着一份即将送往《叫我大掌柜》游戏世界中的“汴梁客栈”的外卖。在MG动画的汴梁城中，这份外卖被赋予了特殊的意义与价值，它成为了连接古今、传递情谊的纽带。最终，外卖小哥带着这份珍贵的礼物，穿越回了现实世界，将这份充满历史与情感的外卖亲手送到了《叫我大掌柜》游戏世界中的大掌柜手里。

Throughout the story, AI image generation technology is widely used. Whether it's restoring scenes in live-action footage or designing characters in MG animations, AI technology plays a crucial role. It not only enhances the quality and detail of the visuals but also brings a more realistic and vivid viewing experience to the audience.

在整个故事中，AI出图技术被广泛应用。无论是实拍中的场景还原，还是MG动画中的角色设计，AI技术都发挥了重要作用。它不仅提升了画面的质量与细节，更为观众带来了更加真实、生动的视觉体验。

3. CHARACTER SETTING

In terms of visual design, the "Meituan x Call Me Manager" MG animation adopts a unique style and color scheme. Set against an ancient backdrop, the animation cleverly combines traditional and modern elements to create a classical yet fashionable atmosphere. In terms of color, the animation mainly uses warm tones such as orange and yellow, which not only align with the theme of food but also stimulate viewers' appetites and emotional resonance. At the same time, the animation's conceptual design also pays great attention to aligning with the brand's tone. Both Meituan's iconic logo and classic elements from "Call Me Manager" are skillfully integrated into the animation, allowing viewers to feel the unique charm of the brands while enjoying the story.

在视觉设计上，《美团x大掌柜》MG动画采用了独特的风格与色彩搭配。动画以古代为背景，将传统与现代元素巧妙结合，营造出一种既古典又时尚的氛围。在色彩上，动画以暖色调为主，如橙色、黄色等，这些色彩不仅符合美食的主题，更能够激发观众的食欲与情感共鸣。同时，动画在概念设计上也非常注重与品牌的调性相结合。无论是美团的标志性LOGO，还是《叫我大掌柜》中的经典元素，都被巧妙地融入到动画中，使观众在欣赏故事的同时，也能够感受到品牌的独特魅力。

4. CAMERA VOICE DESIGN

In terms of cinematography, the "Meituan x Manager" MG animation employs various shooting techniques and animation effects to enhance the content's appeal and expressive power. For example, when depicting the Meituan rider weaving through streets and alleys, the animation uses rapidly switching shots and smooth animation effects to create a tense and energetic atmosphere. Additionally, the animation cleverly utilizes composition principles and visual guidance techniques. Through reasonable layout and composition, viewers can clearly perceive the story's development and emotional changes. By using visual elements such as lines and shapes, the animation guides viewers' gaze and attention, making the content more interesting and engaging.

在镜头语言上，《美团x大掌柜》MG动画采用了多种拍摄手法和动画效果，旨在增强内容的吸引力和表现力。例如，在展现美团小哥穿梭于大街小巷的场景时，动画采用了快速切换的镜头和流畅的动画效果，营造出一种紧张而充满活力的氛围。此外，动画还巧妙地运用了构图原则与视觉引导技巧。通过合理的布局与构图，使观众能够清晰地感受到故事的发展脉络与情感变化；通过运用视觉元素如线条、形状等，引导观众的视线与注意力，使内容更加生动有趣。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

In terms of color matching, the animation skillfully employs color principles such as contrasting colors and adjacent colors to make the images more vivid and full. In terms of composition, the animation focuses on the sense of hierarchy and space in the images, allowing viewers to clearly perceive the story's development and character relationships through reasonable layout and composition.

在色彩搭配上，动画巧妙地运用了对比色和邻近色等色彩原理，使画面更加生动、饱满。在构图上，动画注重画面的层次感和空间感，通过合理的布局和构图，使观众能够清晰地感受到故事的发展脉络和人物关系。

This animation is not only a feast for the eyes and ears but also a deep integration of brand and culture. Let us look forward to the release of this work together and experience the bright future created by Meituan and the manager!

这部动画不仅是一次视觉与听觉的盛宴，更是一次品牌与文化的深度交融。让我们共同期待这部作品的问世，感受美团与掌柜携手共创的美好未来！

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

SANQIHUYU

—STORYBOARD /分镜

SANQIHUYU

—CONCEPTION /元素设计

XINGJIA HOU

—ORIGINALPAINTER /原画师

SILI / YITONG HU

WANGTING LI

—MIDDLEPICTURE /中间画

DOUZI YILING CHEN

—SCENE TEACHER /场景师

LEGUAN CHEN / WANGTING LI

—COLOR SETTING /色定

SILI

—DIRECTOR /导演

WEIDONG ZHA

—PRODUCTION /制片

WEIDONG ZHA / XIN CHEN

—ANIMATOR /动画师

HONG HE / SHENGUO WANG

—SPECIAL EFFECT /特效师

HONG HE / SHENGUO WANG

—CHECKER /动检师

WEIDONG ZHA

—SYNTHESIS /合成

HONG HE

—MUSIC /选曲

WEIDONG ZHA

9. UGLY INTRODUCTION

中国蕞丑的一家MG动画公司——（

GLY），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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