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《壳牌智享汇》MG动画——安戈力文化

文化艺术| 佳片精选 |企业宣传片

—Client/出品方

壳牌

—Project name & type/项目名称&类型

《壳牌智享汇》MG动画

—Production House /制作方

UGLY/安戈力

—Production Date/产出时间

2022年11月16日

—Production cycle /制作周期

16days

1.BACKGROUNDPROJECT

Shell SHELis a comprehensive energy enterprise, committed to meeting the increasing demand for energy in the world in an affordable and environmentally and socially responsible manner. Shell SHELhas always contributed to China's economic prosperity and the interests of its customers in a sustainable way, and is committed to providing cleaner energy solutions for China.

壳牌是一家综合性能源企业，致力于以经济实惠且对环境和社会负责任的方式，满足全世界对能源日益增加的需求。壳牌一直以可持续的方式为中国的经济繁荣和客户的利益做贡献，并致力于为中国提供更清洁的能源解决方案。

2.STORYBOARD

Shell ClubSmartTM，It is a member project launched by Shell SHELworldwide, covering 16 countries and regions. Now, Shell ClubSmart has come to Chinese Mainland and is committed to providing exclusive membership services for users in Chinese Mainland. At present, UGLYhas also cooperated with Shell SHELfor many times. This time, we produced MG animated short films for Shell ClubSmart to introduce and promote the membership project of Smart Share.

壳牌智享汇TM，是壳牌在全球推出的会员项目，覆盖16个国家和地区。现在，壳牌智享汇已来到中国大陆，致力于为中国大陆地区用户提供尊享会员服务。安戈力目前与壳牌目前也已展开多次合作，本次为壳牌智享汇制作了MG动画短片，介绍并宣传智享汇会员项目。

3.CHARACTER SETTING

The whole scene is dominated by red and yellow, and the scene introduces the activities of Shell ClubSmart by combining the elements of the gas station with the text.

全片场景以红黄双色为主，场景用加油站元素与文字结合来介绍壳牌智享汇的活动内容。

4.CAMERA VOICE DESIGN

Shell SHEL'sLOGO is a shell logo and its distinctive red and yellow colors. The iconic features have always made Shell SHELbrand concrete and promoted their values and the quality of their products and services worldwide.

壳牌的LOGO是贝壳标志以及与众不同的红黄双色，标志性的特征一直都使得壳牌品牌得以具象化，并在全球范围内推广他们的价值观以及他们产品和服务的质量。

So we adopted their trademark "red and yellow" as the main color, designed lively and bright animation scenes, and made the whole film both advanced and simple, which can better express the brand attributes and brand tonality.

所以我们采用他们的标志性“红黄双色”为主色，设计了活泼明亮的动画场景，通过，简洁的语言，使整个影片既高级又简约，能更好的表达品牌属性与品牌调性。

Match with the music with Shell SHEL's music logo as the main tune, combine the animation dynamic effect, and use the scene elements to move the scene, so that the rhythm of the whole film is full and the audience is impressed.

搭配壳牌音乐logo为主调的音乐，结合动画动效，并运用场景元素动势转场，使全片节奏感十足，让观众印象深刻。

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

XIAOLIN ZHAO

—CONCEPTION /元素设计

YIBIN

—ORIGINAL PAINTER/原画师

YIBIN

—MIDDLE PICTURE /中间画

YIBIN

—SCENE TEACHER /场景师

YIBIN

—DIRECTOR /导演

SHUIZHI YIN

—PRODUCTION /制片

XIAOLIN ZHAO

—ANIMATOR /动画师

—EDITING /剪辑

—SYNTHESIS /合成

—SOUND&MIX /音效/混录/录音

—CHECKER /动检师

—SPECIAL EFFECT /特效师

9.UGLY INTRODUCTION

中国蕞丑的一家MG动画公司——（UGLU），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(Shanghai, 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 delivery rate of1148 projectsserved is up to92.9%, and nearly50 MGanimation 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.