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《歪馬送酒》MG動畫

生活服務| 佳片精選 |二維動畫|MG圖形動畫

—Client / 客戶

美團x歪馬送酒

—Project name & type/項目名稱&類型

歪馬送酒MG動畫宣傳片

—Production House / 制作方

UGLY/安戈力

—Production Date/產(chǎn)出時間

2024年5月21日

—Production cycle / 制作周期

51 days

1. BACKGROUND PROJECT

Drinks are an indispensable part of family dinners, late-night drinks, parties, and business dinners, however, the traditional way of buying in person often makes people feel inconvenient at critical moments. In the fast-paced modern life, consumers' demand for alcohol is becoming more and more urgent.

在家庭聚餐、深夜小酌，到派對聚會、商務宴請中，酒水是不可或缺的一部分，然而，傳統(tǒng)的線下購買方式常常讓人們在關鍵時刻感到不便。在快節(jié)奏的現(xiàn)代生活中，消費者對酒水的即時性需求愈發(fā)迫切。

Meituan's self-operated brand Crooked Horse Wine Delivery was born to provide affordable, fidelity and fast instant delivery services through a unified self-operated supply chain, pre-warehouse and self-owned distribution model. It not only solves the needs of consumers to buy wine immediately, but also provides affordable entry policies and entrepreneurship training for wine suppliers, creating a mutually beneficial and convenient sales chain.

美團旗下自營品牌歪馬送酒順勢而生，通過統(tǒng)一自營供應鏈、前置倉和自有配送模式，提供平價、保真、速達的酒水即時送服務。不僅解決了消費者即時購酒的需求，還為酒水供應商提供實惠的入駐政策和創(chuàng)業(yè)培訓，打造了一條互惠便捷的銷售鏈。

2. STORYBOARD

Crooked Horse Wine Delivery is committed to meeting the immediate demand of modern consumers for alcohol, providing low-cost and genuine wine delivery services, which perfectly solves the problem of alcohol shortage on various occasions. Whether it's a family dinner, a late-night drink, a party, or a business banquet, the crooked horse can respond quickly. At the same time, it provides professional entry guidance services for wine suppliers, which is a convenient, fast and win-win efficient platform.

歪馬送酒致力于滿足現(xiàn)代消費者對酒水的即時需求，提供價低貨真的酒水即時送服務，完美解決了在各種場合下的酒水短缺問題。不論是家庭聚餐、深夜小酌，還是派對狂歡、商務宴請，歪馬送酒都能快速響應。同時，它為酒水供應商提供專業(yè)的入駐指導服務，是一個方便快捷、雙贏的高效平臺。

In this animation design, Angol skillfully used MG's flat animation style, with a bright yellow main color and the visual consistency of the brand logo, which enhanced the brand memory point. Through vivid small scenes and characters, the animation meticulously shows the embarrassing moments of lack of alcohol in family dinners, late-night drinks, party carnivals and business banquets, as well as the quick solutions provided by crooked horses to deliver wine, fully demonstrating its efficiency and convenience, and enhancing the visual appeal and information transmission effect of the animation.

在本次動畫設計中，安戈力巧妙運用MG扁平動畫風格，以鮮明的黃色主色調(diào)和品牌logo的視覺一致性，增強了品牌記憶點。動畫通過生動的小場景和人物形象，細致展示了家庭聚餐、深夜小酌、派對狂歡和商務宴請中的尷尬缺酒時刻，以及歪馬送酒提供的快速解決方案，充分展示了其高效性和便利性，提升了動畫的視覺吸引力和信息傳遞效果。

3. CHARACTER SETTING

In this animation, four types of characters are designed: consumers, crooked horse delivery staff, anthropomorphic crooked horse characters, and suppliers. Consumers of all ages and occupations are suffering from a lack of alcohol at family dinners, late-night drinks, parties and business dinners. The staff wears uniform uniforms and handles the goods professionally; The crooked horse character also wore overalls and appeared with the staff, which increased the affinity and professionalism of the brand; Suppliers can easily settle in, receive training, and finally successfully sell the wine through the Crooked Horse Wine Delivery Platform, with a satisfied smile on their faces.

本次動畫中設計了四類角色：消費者、歪馬送酒工作人員、擬人化的歪馬形象以及供應商。消費者形象涵蓋了不同年齡段和職業(yè)背景，他們在家庭聚餐、深夜獨酌、派對聚會和商務宴請等場景中遇到缺酒的困擾；工作人員則穿著統(tǒng)一工作服，專業(yè)地處理貨品；歪馬角色也穿著工作服，和工作人員一同出現(xiàn)，增加了品牌的親和力和專業(yè)性；供應商通過歪馬送酒平臺輕松入駐、接受培訓，最后成功銷售酒水，臉上洋溢著滿意的笑容。

4. CAMERA VOICE DESIGN

The opening of the camera switches continuously, showing the fast-paced life of the city and the embarrassing moments of various lack of alcohol, which immediately leads to the solution - the operation interface of the crooked horse wine delivery platform. Then, the flexible transition shows various small scenes, reflecting the efficient operation of the unified self-operated supply chain, front-end warehouse and self-owned distribution mode.

鏡頭開場連續(xù)切換，展示城市快節(jié)奏生活和各種缺酒的尷尬時刻，立刻引出解決方案——歪馬送酒平臺的操作界面。接著，靈活轉(zhuǎn)場展示各類小場景，體現(xiàn)統(tǒng)一自營供應鏈、前置倉和自有配送模式的高效運作。

The entry policy section also shows supply chain monitoring, warehouse management, intelligent product selection, pricing, sales forecasting, automatic ordering and inventory management through vivid small scenes and transitions, which are full of details. In terms of sound design, the background music is relaxed and cheerful, which fits perfectly with the fast-paced city life scene. The music is rich in layers, and at the end, it is even more convincing with the advertising slogan "Do wine retail business, just send wine to the beauty pageant".

入駐政策部分也通過生動的小場景和轉(zhuǎn)場，展示供應鏈監(jiān)控、倉庫管理、智能選品、定價、銷售預測、自動訂貨及庫存管理等環(huán)節(jié)，細節(jié)滿滿。聲音設計方面，背景音樂輕松歡快，與快節(jié)奏的城市生活場景完美契合。音樂層次豐富，最后配合廣告口號“做酒水零售生意，就選美團歪馬送酒”，更顯信服力。

Character line draft and color display contrast effect

角色線稿與上色展示對比效果

The line drawing shows the effect separately

線稿圖單獨展示效果

Comparison of line draft and scene display

線稿與場景展示對比效果

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SPLIT MIRROR /分鏡

YUXIN LIU

—CONCEPTION /元素設計

XINGJIA HOU

—SCENE TEACHER /場景師

XINGJIA HOU

—COLOR SETTING /色定

JIALE CAI

—PRODUCTION /制片

YUXIN LIU

—ANIMATOR /動畫師

MINHUI ZHOU / XIANGFENG CAI

—CHECKER /動檢師

SHIGUO WANG

—SOUND&MIX /音效/混錄/錄音

MINHUI ZHOU / SHIGUO WANG

—MUSIC /選曲

XIANGFENG CAI

9. UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（UGLY），專門服務國內(nèi)廣告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作過程中以耿直、宅心仁厚的特點深受合作伙伴的熱捧及引薦，迅速在業(yè)界打開名聲。

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、廈門）擁有在職技術性專業(yè)人才97位，全國居家辦公370多位；運用AE、C4D、逐幀、代碼等高技術手段制作前沿風格MG動畫作品，服務1148個項目準時交付率高達92.9%，每月可以同步進行近 50 條MG動畫生產(chǎn)線，服務的品牌項目既有眾多耳熟能詳?shù)拇笃放埔灿谐鮿?chuàng)及小眾品牌，屬于名副其實的動畫代理源頭廠家。

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.

取名于英文單詞UGLY（丑英譯），公司Slogan“丑從未如此藝術”，現(xiàn)業(yè)界的評價：MG動畫=安戈力，安戈力=MG動畫，已形成行業(yè)符號，提到國內(nèi)MG動畫基地，你會想起安戈力。

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

此文如需轉(zhuǎn)載刊用請注明來源公眾號安戈力

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