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《COACH蔻驰》项目花絮——安戈力文化

箱包奢品| 佳片精选 |产品宣传片

—Client / 出品方

COACH蔻驰

—Project name & type/项目名称&类型

《COACH蔻驰》产品摄影+AIGC结合

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年10月8日

—Production cycle / 制作周期

65 days

1. BACKGROUND PROJECT

COACH, founded in 1941 in New York, is renowned for its exquisite craftsmanship and unique design concepts. For many years, COACH has always adhered to the principle of "Made in America", and every product embodies the hard work and wisdom of craftsmen. The core value of a brand lies in continuous innovation and breakthroughs, always staying at the forefront of fashion and leading the trend.

COACH，成立于1941年的纽约，以其精湛的手工技艺和独特的设计理念闻名于世。多年来，COACH始终坚持“美国制造”的原则，每一款产品都凝聚着匠人的心血与智慧。品牌的核心价值在于不断创新与突破，始终走在时尚前沿，引领潮流趋势。

The COACH (AIGC) project is a bold attempt to deeply integrate brand and AI technology. The project is centered around AI generated images, which provide rich composition and shooting angle references for later real-life shooting through a large number of AI generated images in the early stage. At the same time, the background part is combined with the actual studio shooting to adjust the color and restore the real shooting environment, ensuring the perfect integration of the product and the background. This innovative model not only improves design efficiency, but also fills the work with a sense of technology and futurism.

本次COACH（AIGC）项目，便是品牌与AI技术深度融合的一次大胆尝试。项目以AI出图为核心，通过前期大量的AI生成图片，产出多种构图和拍摄角度的包包图片，为后期的实景拍摄提供了丰富的构图和拍摄角度参考。同时背景部分结合实际棚拍，进行色彩调整，还原真实拍摄环境，确保产品与背景的完美融合。

2. STORYBOARD

In the early stages of the project, a large number of handbag scene concept maps were generated using AI technology. We explored various display scenarios for handbags, from urban street scenes to natural scenery. Each concept map was a profound interpretation of COACH product aesthetics.These concept maps not only provide valuable references for subsequent real-life shooting, but also lay a solid foundation for the creative development of the entire project.

在项目的初期，利用AI技术生成了大量的手提包场景概念图，我们探索了多种手提包的展示场景，从都市街景到自然风光，每一张概念图都是对COACH产品美学的一次深刻解读。这些概念图不仅为后续的实景拍摄提供了宝贵的参考，也为整个项目的创意发展奠定了坚实的基础。

As the project progresses, it has been discovered that AI technology can not only quickly generate design drawings, but also provide accurate guidance for real-life shooting based on the composition and shooting angle of the design drawings. So, in the work of real-life shooting, we combined the concept maps generated by AI with the real shooting environment to create works with a sense of realism.

随着项目的深入，发现AI技术不仅能够快速生成设计图，还能根据设计图的构图和拍摄角度，为实景拍摄提供精准的指导。于是，在实景拍摄的工作中，我们将AI生成的概念图与真实的拍摄环境相结合，创造出了具有真实感的作品。

In the later stage of image editing, 3D technology was cleverly used to present COACH's iconic "C" letter and the square and circular sequins that often appear in celebration elements, as well as the use of gold and silver to correspond to the background, creating a strong festive atmosphere. At the same time, through six basic colors combined with brightness, the background color has been finely adjusted to ensure the unity and coordination of the color scheme, adding a touch of brightness to the warm-up promotion of Double Eleven.

在后期修图中，巧妙地运用了三维技术，将COACH的标志性“C”字母以及庆祝元素常出现的方形、圆形亮片，以及运用金色和银色来相对应背景呈现，营造出浓郁的节日气氛。同时，通过六个基础颜色，结合明亮程度，对背景颜色进行了精细的调整，确保了色系的统一和协调，为双十一的预热宣发增添了一抹亮色。

3. CHARACTER SETTING

The visual content of this COACH (AIGC) project will mainly be distributed on two major platforms: WeChat Moments and Xiaohongshu. WeChat Moments, as an important platform for private domain traffic, has strong user stickiness and fast dissemination speed, making it an ideal platform to showcase brand tone and enhance user interaction. And Xiaohongshu is known for its young and fashionable user base and rich UGC content, making it an excellent choice for promoting fashionable new products and trends.

本次COACH（AIGC）项目的视觉内容，将主要在微信朋友圈和小红书两大平台进行投放。微信朋友圈作为私域流量的重要阵地，其用户粘性强、传播速度快，是展示品牌调性和提升用户互动的理想平台。而小红书则以其年轻、时尚的用户群体和丰富的UGC内容著称，是推广时尚新品和潮流趋势的绝佳选择。

In order to ensure that visual content can attract users' attention and increase click through rates, the team fully considers the preferences and aesthetic trends of the target users in the design and production process. By using concise and lively color combinations, creative compositions, and highly infectious atmosphere, we ensure that the entire visual content is consistent with the tone of the COACH brand, while also maintaining innovation and fun.

为了确保视觉内容能够吸引用户的注意力并提高点击量，团队在设计和制作过程中，充分考虑了目标用户的喜好和审美趋势。通过运用简洁明快的色彩搭配、富有创意的构图以及极具感染力的氛围营造，确保整个视觉内容与COACH品牌的调性保持一致，同时又不失创新和趣味性。

In terms of visual design, the COACH (AIGC) project fully showcases the brand's tone. The overall style retains COACH's classic elements. For example, three women's handbags of different colors and styles are placed on a blue gradient background, with the background color gradually transitioning from light blue at the top to dark blue at the bottom, creating an elegant and mysterious feeling. The "C" shaped object above the handbag is floating in the air, adding a touch of liveliness and vitality to the entire scene

在视觉设计上，COACH（AIGC）项目充分展现了品牌的调性。整体风格保留了COACH的经典元素。比如：三个不同颜色和款式的女士手提包被放置在一个蓝色渐变背景上，背景的颜色从顶部的淡蓝色逐渐过渡到底部的深蓝色，营造出一种优雅而神秘的感觉。手提包上方的“C”字母形状物体正在空中飘落，为整个场景增添了几分灵动和活力。

4. CAMERA VOICE DESIGN

In terms of camera language, the COACH (AIGC) project has also demonstrated extremely high expressiveness. By using different shooting angles and composition methods, every detail of the bag is displayed comprehensively. Close up shots capture the delicate texture of leather, while distant shots showcase the smooth overall shape.

在镜头语言上，COACH（AIGC）项目也展现出了极高的表现力。通过运用不同的拍摄角度和构图方式，全方位展示包包的每一个细节。特写镜头捕捉皮质纹理的细腻，远景镜头展现整体造型的流畅。

In terms of color matching, light and shadow processing, and the use of cold and warm contrast to enhance the sense of hierarchy in the picture. In terms of composition, a combination of symmetry and asymmetry is used to break conventions and make the work more vivid and three-dimensional. Especially the use of gold and silver ribbons not only highlights the festive atmosphere, but also creates a sharp contrast with the colors of the handbag, enhancing the visual impact.

色彩搭配方面、光影处理以及运用冷暖对比，增强画面的层次感。构图上，采用对称与非对称相结合的方式，打破常规，使得作品更加生动、立体。特别是金色和银色彩带的运用，不仅突出了节日的气氛，还与手提包的色彩形成了鲜明的对比，增强了视觉冲击力。

COACH has teamed up with AIGC to integrate AI technology with traditional photography art, not only creating a series of stunning visual works, but also making full preparations in advance for the upcoming Double Eleven shopping carnival. Whether it is the visual content on WeChat Moments or Xiaohongshu platform, it fully demonstrates COACH brand's unremitting pursuit of fashion. These exquisite pictures are not only a profound interpretation of COACH brand spirit, but also an infinite longing for a better life. Looking forward to your attention and support, let's welcome this shopping feast full of surprises and innovations together!

COACH携手AIGC，通过AI技术与传统摄影艺术的融合，不仅创造出了一系列令人惊艳的视觉作品，更为即将到来的双十一购物狂欢节提前做好了充分准备。无论是微信朋友圈还是小红书平台上的视觉内容，都充分展现了COACH品牌对时尚的不懈追求，这些精美的图片不仅是对COACH品牌精神的一次深刻诠释，也是对美好生活的无限向往。期待您的关注和支持，一起迎接这场充满惊喜与创新的购物盛宴！

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划

LIJUAN ZHUANG

—CONCEPTION /元素设计

JIAN LI

—SCENE TEACHER /场景师

JIAN LI / KAIZHAN ZHU

—COLOR SETTING /色定

WUBAISHIJUE

—DIRECTOR /导演

SHUIZHI YIN

—PRODUCTION /制片

LIJUAN ZHUANG / YUXIN LIU

—PHOTOGRAPHER /摄影师

WUBAISHIJUE

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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