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《殼牌燃油》實(shí)拍結(jié)合動(dòng)畫(huà)——安戈力文化

能源領(lǐng)域| 佳片精選 |企業(yè)宣傳片

—Client/出品方

殼牌（中國(guó)）

—Project name & type/項(xiàng)目名稱(chēng)&類(lèi)型

《殼牌燃油》實(shí)拍結(jié)合動(dòng)畫(huà)

—Production House /制作方

UGLY/安戈力

—Production Date/產(chǎn)出時(shí)間

2024年2月27日

—Production cycle /制作周期

90 days

1.BACKGROUNDPROJECT

In the vast sea of speed, there is a type of fuel that not only satisfies the engine's desire, but also combines performance and passion perfectly - Shell V-Power Racing Fuel. From the brilliant moment on the racetrack to every step forward in daily life, Shell V-Power Racing Fuel has always stood side by side with Ferrari, undergoing over 70 years of technological innovation. Every drop of oil contains extreme performance. It is not just a fuel, but also the starting point of a legend that inspires the passion and desire of every driver.

在速度的廣闊海域里，有一種燃油，它不僅滿(mǎn)足了引擎的渴望，更是性能與激情的完美結(jié)合——?dú)づ茦O速威澎燃油。從賽道上的輝煌一刻，到日常生活中的每一步前行，殼牌極速威澎燃油始終與法拉利并肩，歷經(jīng)了七十多年的技術(shù)革新，每滴油都蘊(yùn)藏著極致的表現(xiàn)力。它不僅是一款燃油，更是一個(gè)傳奇的起點(diǎn)，激發(fā)著每一個(gè)駕駛者心中的熱情與渴望。

2.STORYBOARD

In preparation for the 2024 Shanghai F1 race, we created a special promotional video with the theme of "Pumped Up Every Step of the Way". We combined the speed and excitement of the race track with the joy of everyday driving. From the bustling scenes at the gas station to the intense competition on the track, from the noisy streets of the city to the glorious moments on the podium, every scene was full of vitality and energy. This is not just an ordinary advertisement, but a tribute to speed and dreams, a double feast for the eyes and ears.

為了迎接2024年上海F1賽事，我們特別制作了一部宣傳短片，以“澎湃的你每一程”作為主題，將賽車(chē)場(chǎng)上的速度與激情與日常駕駛的樂(lè)趣結(jié)合起來(lái)。從加油站的忙碌場(chǎng)景到賽道上的激烈競(jìng)爭(zhēng)，從城市的喧囂街道到領(lǐng)獎(jiǎng)臺(tái)上的榮耀時(shí)刻，每個(gè)畫(huà)面都充滿(mǎn)了生機(jī)與活力。這不是一部普通的廣告，而是一次對(duì)速度與夢(mèng)想的致敬，一次視覺(jué)與聽(tīng)覺(jué)的雙重盛宴。

3.CHARACTER SETTING

The film starts with a slow-paced camera shot, where the iconic architecture of a Shell gas station gradually comes into view, serving as the starting point of the journey and the fuel station for dreams. The camera switches between scenes, showing the entire process from filling up to setting out. When the race car driver presses the start button, the oil flows into the engine like the source of life, accompanied by the gear turning, a visual journey officially begins. As the car races down the road, the race car speeds out of the pit area and onto the racetrack, the viewer's heartbeat quickens. In those glorious moments, the film highlights the power of the product in helping every amazing moment come true.

短片以平緩?fù)七M(jìn)的鏡頭開(kāi)場(chǎng)，殼牌加油站的標(biāo)志性建筑緩緩展現(xiàn)在眼前，這里是旅程的起點(diǎn)，也是夢(mèng)想的加油站。鏡頭切換間，展現(xiàn)了從加油到啟程的全過(guò)程。當(dāng)賽車(chē)手按下啟動(dòng)按鈕，油液如同生命的源泉般注入引擎，伴隨著齒輪的轉(zhuǎn)動(dòng)，一場(chǎng)視覺(jué)之旅正式開(kāi)啟。隨著車(chē)輛在公路上飛馳，賽車(chē)從維修區(qū)沖出，駛?cè)胭惖罆r(shí)，觀眾的心跳隨之加快。在那些榮耀的瞬間，彰顯產(chǎn)品助力每一個(gè)精彩瞬間的力量。

4.CAMERA VOICE DESIGN

To create an immersive experience, the film employs a series of creative designs. From the roaring sound of the car starting to the screeching sound of tires on the ground, to the thunderous cheers on the podium, every sound effect is meticulously crafted to deliver the most thrilling auditory experience to the audience. Additionally, by using fast cutting techniques, different scenes are seamlessly connected, enhancing the narrative's rhythm.

為了身臨其境的塑造，影片采用了一系列創(chuàng)意設(shè)計(jì)。從汽車(chē)啟動(dòng)時(shí)的轟鳴聲到輪胎與地面摩擦的尖叫聲，再到頒獎(jiǎng)臺(tái)上響徹云霄的歡呼，每個(gè)音效都經(jīng)過(guò)精心雕琢，力求為觀眾帶來(lái)最震撼的聽(tīng)覺(jué)體驗(yàn)。另外，通過(guò)快速剪輯技術(shù)，將不同的場(chǎng)景無(wú)縫連接，增強(qiáng)了敘述的節(jié)奏感。

The film not only showcases the outstanding product features of Shell V-Power Racing Fuel, but also conveys the brand's deep-rooted values: facing any challenge, always striving for the best future. It tells everyone that as long as there is a dream, there is a path forward. Whether it is the extreme speed on the racetrack or every step taken in daily life, Shell V-Power Racing Fuel will always be the powerful driving

該短片不僅展示了殼牌極速威澎燃油卓越的產(chǎn)品特性，還傳達(dá)了品牌的深層價(jià)值觀：無(wú)論面臨何種挑戰(zhàn)，都要以最佳狀態(tài)迎接未來(lái)。它告訴每一個(gè)人，只要有夢(mèng)想，就有前進(jìn)的道路。無(wú)論是賽道上的極速飛馳，還是日常生活中的每一次出發(fā)，殼牌極速威澎都會(huì)成為推動(dòng)你前行的強(qiáng)大動(dòng)力?！皹O致性能，速造傳奇”，這句口號(hào)不僅是對(duì)產(chǎn)品的贊美，更是對(duì)所有懷揣夢(mèng)想，不斷追求卓越之人的召喚。

Character line draft and color display contrast effect

角色線稿與上色展示對(duì)比效果

The line drawing shows the effect separately

線稿圖單獨(dú)展示效果

Comparison of line draft and scene display

線稿與場(chǎng)景展示對(duì)比效果

5.SPECIAL EFFECTS

6.SPECIAL EFFECTS

7.ON SITE

8.HD WALLPAPERS

—SCRIPTWRITER /編劇&策劃

EDELMAN

—STORYBOARD /分鏡

HAIQUANLU

—CONCEPTION /元素設(shè)計(jì)

ZEQIMA/GUONA

—ORIGINALPAINTER/原畫(huà)師

ZEQIMA

—COLOR SETTING /色定

ZEQIMA

—DIRECTOR /導(dǎo)演

HAIQUANLU

—PRODUCTION /制片

JIANYULIU

—ANIMATOR /動(dòng)畫(huà)師

MINHUIZHOU

—SPECIAL EFFECT /特效師

MINHUIZHOU

—CHECKER /動(dòng)檢師

—EDITING /剪輯

HAIQUANLU

—SYNTHESIS /合成

MINHUIZHOU

—COLORGRADING/調(diào)色

GAOHUI

—SOUND&MIX /音效/混錄/錄音

XIANGJIESU

9.UGLY INTRODUCTION

中國(guó)蕞丑的一家MG動(dòng)畫(huà)公司——（UGLY），專(zhuān)門(mén)服務(wù)國(guó)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(guò)程中以耿直、宅心仁厚的特點(diǎn)深受合作伙伴的熱捧及引薦，迅速在業(yè)界打開(kāi)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(mén)）擁有在職技術(shù)性專(zhuān)業(yè)人才97位，全國(guó)居家辦公370多位；運(yùn)用AE、C4D、逐幀、代碼等高技術(shù)手段制作前沿風(fēng)格MG動(dòng)畫(huà)作品，服務(wù)1148個(gè)項(xiàng)目準(zhǔn)時(shí)交付率高達(dá)92.9%，每月可以同步進(jìn)行近 50 條MG動(dòng)畫(huà)生產(chǎn)線，服務(wù)的品牌項(xiàng)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(shí)的動(dòng)畫(huà)代理源頭廠家。

Since its establishment in 2014, UGLY (In Shanghai andXiamen) 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 than1148 projectshas reached92.9%, and nearly50 MGMotion 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(píng)價(jià)：MG動(dòng)畫(huà)=安戈力，安戈力=MG動(dòng)畫(huà)，已形成行業(yè)符號(hào)，提到國(guó)內(nèi)MG動(dòng)畫(huà)基地，你會(huì)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.

?UGLY安戈力

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