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《京東酒部618》拼貼動畫——安戈力文化

互聯(lián)網(wǎng)| 佳片精選 |產(chǎn)品宣傳片

—Client / 出品方

京東超市

—Project name & type / 項目名稱&類型

《京東酒部618》拼貼動畫

—Production House / 制作方

UGLY/安戈力

—Production Date/產(chǎn)出時間

2024年6月10日

—Production cycle / 制作周期

15 days

1. BACKGROUND PROJECT

The animated short film "Jingdong Wine Department 618" is crafted to showcase the premium wine offerings of Jingdong's Wine Department during the 618 promotional campaign，and take "tasting the wine of time" as the packaging concept, and highlight the rarity of the product with the elegant atmosphere of the art museum to open the preview.

《京東酒部618》是一部旨在展現(xiàn)京東酒類部門在618大促活動中高端酒品的短片,我們以“尋味時光之釀”為包裝概念，以藝術(shù)館的高雅氛圍突顯產(chǎn)品的稀貴來拉開預(yù)告。

It highlights an exquisite selection of rare and prestigious wines, including Macallan Bright single malt Scotch whisky from Scotland, the 1994 Romanee-Conti Chateau Conti Grand Garden Dry Wine, Hennessy Bertin Limited Edition cognac commemorating the Year of the Dragon, and the esteemed 1958 Kweichow Moutai. Each bottle serves as a testament to time, encapsulated in a packaging concept that emphasizes "savoring the wine of time," thereby accentuating product rarity within an elegant art museum ambiance. These wines not only epitomize the zenith of their respective brands but also embody unique historical and cultural significance.

它聚焦于一系列稀缺且珍貴的酒品，從產(chǎn)自蘇格蘭的麥卡倫璀璨系列單一麥芽蘇格蘭威士忌，到承載著1994年記憶的羅曼尼康帝酒莊康帝特級園干紅葡萄酒，以及軒尼詩百樂廷龍年限定版干邑白蘭地，乃至1958年的貴州茅臺老酒，每一瓶都是時間的見證者。

The launch of Jingdong Wine Department 618 not only promotes these invaluable collections but also provides consumers with access to these elusive selections that are often challenging to find in today's market.

這些酒品不僅代表著各自品牌的巔峰之作，更承載著獨特的歷史文化價值。京東酒部618的推出，不僅宣傳了這些珍貴酒釀藏品，也讓消費者有機會接觸這些難以在市場上輕易覓得的珍稀之選。

2. STORYBOARD

The story begins with a beam of light in the black screen, followed by the sound of footsteps, the screen gradually lit up, golden particles scattered, revealing the theme of JD Wine Department 618. The number jumps and changes, and finally stops at 618, marking the beginning of the promotional campaign.

故事從黑屏中的一束光芒開始，伴隨著腳步聲，屏幕逐漸亮起，金色粒子散去，揭示出京東酒部618的主題。數(shù)字跳動變化，最終定格在618，標志著促銷活動的序幕拉開。

Subsequently, a large screen on the grid of light, wine in turn Flash, the final picture like a door opened, showing the“Time to find wine,” the theme, leading the audience into a visual feast of high-end and scarce wines. With the advance of the camera, a fan picture frame opened one by one, each open a picture frame, is to unveil a famous wine mysterious veil.

隨后，一塊大屏幕上的格子錯落有致地亮起，酒品依次閃現(xiàn)，最后畫面像一扇大門開啟，呈現(xiàn)出“尋味時光之釀”的主題，引領(lǐng)觀眾步入一場高端稀缺酒品的視覺盛宴。隨著鏡頭的推進，一扇扇畫框依次打開，每開啟一扇畫框，便是揭開一款名酒的神秘面紗。

The picture design is inspired by the elegant atmosphere of the Museum of Art. Each bottle of wine is regarded as a work of art to be displayed. The bottle is placed in the center of a solid color background, outlined by a gold border, making it more three-dimensional and beautiful.

畫面設(shè)計以藝術(shù)館的高雅氛圍為靈感，將每一瓶酒視為藝術(shù)品進行展示。酒瓶置于純色背景中央，金色邊框勾勒出其輪廓，使之更加立體美觀。

The file form drawn by the lines shows the wine's year, place of origin and other information. The file text appears for a short time and then disappears immediately. Then comes the design presentation of the wine's biggest selling point, such as the effect of gold lettering on a black background with quicksand, finally, these elements are scattered like quicksand, paving the way for the next wine. The whole process is like a time-traveling exhibition, each frame is a tribute to the wine culture.

線條拉出的檔案形式展示了酒品的年份、產(chǎn)地等信息，檔案文字短暫顯現(xiàn)后即刻消失，接著是酒品最大賣點的設(shè)計呈現(xiàn)，如流沙黑底金字的效果，最后這些元素如流沙般散落消失，為下一款酒品的出場做鋪墊。整個過程宛如一次穿越時空的展覽，每一幀都是對酒文化的致敬。

3. CHARACTER SETTING

In the visual presentation of "JD Wine 618", each bottle of wine is endowed with vitality. They are no longer merely beverages but have become vivid artistic chapters. Designers, with their ingenuity, employ various innovative approaches to fully manifest the characteristics of each wine variety.

在《京東酒部618》的視覺呈現(xiàn)中，每一瓶酒都被賦予了生命，它們不再僅僅是飲品，而是成為了一幕幕生動的藝術(shù)篇章。設(shè)計師們匠心獨運，運用各種創(chuàng)新的手法，將每一款酒品的特點表現(xiàn)得淋漓盡致。

The Macallan Brilliance Series Single Malt Scotch Whisky: This whisky is depicted as the essence of time. The designers outline the contour of the bottle with golden lines, symbolizing its noble status. As the camera zooms in, there seems to be a resplendent glow within the bottle, signifying that the Macallan whisky remains dazzling after years of aging. When the image enlarges to the front of the bottle, archival information emerges and then scatters like flowing sand, leaving the audience with boundless reverie.

麥卡倫璀璨系列單一麥芽蘇格蘭威士忌：這款威士忌被描繪成時間的精華，設(shè)計師通過金色線條勾勒出酒瓶的輪廓，象征著其尊貴的地位。隨著鏡頭推進，酒瓶內(nèi)部仿佛有流光溢彩，這象征著麥卡倫威士忌在歲月沉淀中依然光彩奪目。當畫面放大至酒瓶正面，檔案形式的信息浮現(xiàn)，然后如同流沙般散落，留給觀眾無限遐想的空間。

Domaine de la Romanee-Conti La Tache Grand Cru Red Wine: This wine represents the top level of production in the French Burgundy region. In the animation, the presentation of this wine is like an oil painting, with a classic Burgundy vineyard scene in the background and the bottle placed in the foreground, surrounded by grape leaves and fruits, as if in the harvest season. When the bottle is uncorked, the grape juice seems to gush out from the bottle mouth, symbolizing the perfect integration of nature's gifts and human wisdom.

羅曼尼康帝酒莊康帝特級園干紅葡萄酒：此款葡萄酒代表了法國勃艮第產(chǎn)區(qū)的頂級水準。在動畫中，這款酒的呈現(xiàn)猶如一幅油畫，背景為經(jīng)典的勃艮第葡萄園景象，酒瓶被置于前景，周圍環(huán)繞著葡萄葉和果實，仿佛置身于豐收的季節(jié)。酒瓶揭開時，葡萄汁液仿佛從瓶口涌出，寓意著大自然的饋贈與人類智慧的結(jié)晶完美融合。

Hennessy Paradis Imperial Dragon Year Limited Edition Cognac: As a special edition to celebrate the Year of the Dragon, the design of this cognac is replete with Eastern aesthetics. In the animation, a dragon composed of golden lines circles around the bottle, symbolizing strength and nobility. The dragon image integrates with the bottle, and whenever the camera shifts, the scales on the dragon seem to sparkle, suggesting the extraordinary quality and unique status of this limited edition.

軒尼詩百樂廷龍年限定版干邑白蘭地：作為慶祝龍年的特別款，這款白蘭地的設(shè)計充滿了東方美學(xué)。動畫中，酒瓶周圍盤旋著一條由金色線條組成的巨龍，象征著力量與尊貴。龍的形象與酒瓶融為一體，每當鏡頭切換，龍身上的鱗片仿佛閃爍著光芒，寓意著這款白蘭地的非凡品質(zhì)與限量版的獨特地位。

Remy Martin Celebration 300th Anniversary Commemorative Edition Cognac: To celebrate the glorious 300th anniversary of the Remy Martin brand, the design of this commemorative edition cognac is particularly meticulous. In the animation, the bottle is placed in an ancient library, with bookshelves filled with books documenting history. As the camera slowly advances, the pages of the books open one by one, eventually focusing on the origin and development course of the Remy Martin brand. The bottle slowly rises, as if emerging from the long river of history, highlighting its long history and outstanding quality.

人頭馬慶典三百周年紀念版：為了慶祝人頭馬品牌三百周年的輝煌歷程，這款紀念版白蘭地的設(shè)計尤為考究。在動畫中，酒瓶被放置在一個古老的圖書館內(nèi)，書架上擺滿了記載著歷史的書籍。隨著鏡頭慢慢推進，書籍一頁頁翻開，最終定格在人頭馬品牌的起源與發(fā)展歷程上，酒瓶緩緩升起，仿佛從歷史長河中走出，彰顯其悠久的歷史與卓越的品質(zhì)。

Guizhou Moutai Vintage: This representative of Chinese Baijiu is endowed with a profound cultural background in the animation. Designers apply the style of ink-wash painting, placing the bottle in a classical landscape painting. The bottle is like the center of the scroll, surrounded by misty clouds, as if being in a fairyland. When the camera approaches the bottle, the engraved words and patterns on the bottle surface gradually appear, symbolizing the deep cultural connotation and exquisite brewing craftsmanship of Moutai.

貴州茅臺老酒：這款中國白酒的代表作，在動畫中被賦予了濃厚的文化底蘊。設(shè)計師運用水墨畫風(fēng)格，將酒瓶置于一幅古典山水畫中，酒瓶如同畫卷的中心，四周云霧繚繞，仿佛置身于仙境之中。當鏡頭靠近酒瓶，瓶身上刻印的文字與圖案逐一顯現(xiàn)，象征著茅臺酒深厚的文化內(nèi)涵和精湛的釀造工藝。

Through the above designs, each wine variety is not merely an image on the screen; they are the embodiment of the brand spirit and the inheritance of culture and tradition. Behind each bottle of wine lies the ingenious thinking and dedication of the designers, making "JD Wine 618" not only a visual feast but also an exchange of culture and art.

通過以上設(shè)計，每一款酒品都不僅僅是出現(xiàn)在屏幕上的圖像，它們是品牌精神的體現(xiàn)，是文化與傳統(tǒng)的傳承。每一瓶酒的背后，都蘊含著設(shè)計師的巧思與用心，使得《京東酒部618》不僅是一次視覺上的享受，更是一次文化和藝術(shù)的交流。

4. CAMERA VOICE DESIGN

The purpose of the animation is to highlight the uniqueness and rarity of the high-end wines launched during the JD wine 618 event. Through artistic means, it not only emphasizes the functional attributes of wine as a beverage, but also highlights its cultural value as a collection. With each bottle of rare wine on display, the hearts of the audience also experienced a sublimation of taste and appreciation.

該動畫的立意在于突出京東酒部618活動期間所推出的高端酒品的獨特性與稀缺性。通過藝術(shù)化的手法，不僅強調(diào)了酒品作為飲品的功能屬性，更突顯了其作為收藏品的文化價值。隨著每一瓶稀世臻釀的展示，觀眾的心靈也經(jīng)歷了一場關(guān)于品味與鑒賞的升華。

When all the rare wines were on display, the music stopped abruptly, and the words“Rare wine, suitable for storage and good taste” appeared on the screen, urging consumers to“Buy famous wines at JD supermarket, full price is better”, to convey the reliability and advantages of JD as a platform for purchasing fine wines. JD wine 618 is not only a visual feast, but also a taste buds journey through time and space, so that every bottle of wine becomes an irreplaceable memory.

當所有稀缺酒品展示完畢，音樂戛然而止，屏幕上出現(xiàn)“稀世臻釀宜藏宜品”的字樣，呼吁消費者“買名酒逛京東超市貨全價更優(yōu)”，以此傳遞京東超市作為名酒采購平臺的可靠性與優(yōu)勢?！毒〇|酒部618》不僅是一次視覺的盛宴，更是一段穿越時空的味蕾之旅，讓每一瓶酒都成為一段不可復(fù)制的記憶。

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

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /編劇&策劃

CHEN/MO ZHA WEI DONG

—STORYBOARD /分鏡

SISSI

—CONCEPTION /元素設(shè)計

XUWEI LEI / ZEQI MA

PEIQING LU / LILI XIAO

—ORIGINALPAINTER /原畫師

XUWEI LEI / ZEQI MA

PEIQING LU / LILI XIAO

—SCENE TEACHER /場景師

XUWEI LEI / ZEQI MA

PEIQING LU / LILI XIAO

—COLOR SETTING /色定

TONG YU

—DIRECTOR /導(dǎo)演

SISSI

—PRODUCTION /制片

SISSI

—ANIMATOR /動畫師

JIAXU WANG / QIAN HUANG

—EDITING /剪輯

JIAXU WANG

—SYNTHESIS /合成

JIAXU WANG

—SOUND&MIX /音效/混錄/錄音

JIAXU WANG

—MUSIC /選曲

SISSI

9. UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（

GLY），專門服務(wù)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(shù)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(shù)手段制作前沿風(fēng)格MG動畫作品，服務(wù)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(wù)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(shù)”，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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