2.STORYBOARD

The film tells three stories about what the lion hears and feels in the human world. In the opening part of "The Lion Arrives", the cute lion napping in the clouds is awakened by the gongs and drums of the opening of Shenzhen Market. It rides on the auspicious clouds and overlooks the prosperous market of the ancient Shenzhen Market. After that, the lion comes down to the earth to defend the area and contribute to the development of Shenzhen Market, which naturally transitions to the next chapter.

影片圍繞雄獅在人間的所聞所感進行三段敘事。開篇在"雄獅降臨"部分，在云間打盹的萌獅被深圳墟開市的鑼鼓聲喚醒，乘坐祥云俯瞰古代深圳墟街市的市井繁華，之后醒獅下凡保衛(wèi)一方，為深圳墟發(fā)展添磚加瓦自然過渡下一篇章；

In the chapter "History of Dongmen's Development", the little lion jumps into the giant time book. The empty shots of the railway tracks and the long scroll of mountains and rivers interweave the magnificent epic of the Guangzhou-Kowloon Railway. Yazai Street witnesses the historical imprint of Shenzhen's liberation after the founding of New China. The ribbons are interwoven to depict the new look of Shenzhen Special Economic Zone after the reform and opening up, and the development of Dongmen is started and turned. The ribbons follow the lion dance to connect the opening of the first McDonald's, the upgrade and renovation in 1997, the opening of Dongmen Pedestrian Street and other major events in Dongmen's history, implying that Dongmen's development concept of adhering to the past and moving forward continues to this day.

Finally, it was the turn of the lion dance to show us the changes of the East Gate. The lion jumped up to grab the most beautiful colors in the sky for the East Gate, and then released the power of culture and science and technology. The mecha lion struck the century clock to transform into a modern business district. The animation transformation of the same camera position magically presented the changes of the city. Each transition has a hidden mystery. Finally, the East Gate and the lion were rejuvenated in the transition through the gate. The story of the East Gate is still being written. We sincerely invite you to walk in and experience the prosperous picture of the new era.

最后輪到醒獅施展法力向我們展示東門的前后變化，雄獅跳起為東門抓取天空中最美的顏色，之后釋放文化與科創(chuàng)的力量，雄獅撞響世紀鐘變出現(xiàn)代商圈，同一機位的動畫轉(zhuǎn)換魔術(shù)般呈現(xiàn)城市變遷，每個轉(zhuǎn)場都暗藏玄機。最后穿越門轉(zhuǎn)場東門與雄獅都煥發(fā)形象，東門的故事仍在續(xù)寫，誠邀您走入感受新時代繁華畫卷。

3.CHARACTER SETTING

In terms of creative conception, the protagonist, a cute lion, has a different narrative perspective, and the childlike tone adds a sense of childishness to the film and increases the completion rate. In terms of visual design, the colorful candy colors add color to the real-life footage, and the combination of real-life footage and animation perfectly fits the film's appeal of showing a brand new Dongmen.

創(chuàng)意構(gòu)思上，以主角Q版雄獅的經(jīng)歷串聯(lián)全片帶來別樣的敘事視角，孩童般的口吻為影片增加童趣感。視覺設(shè)計上，五彩的糖果色系為實拍素材增色，實拍結(jié)合動畫完美契合本片展現(xiàn)東門煥然一新的訴求。

In terms of narrative techniques, the little lion dance brings auspicious clouds and the times to break the limitations of ancient and modern times and take us through time and space, making the heavy history tangible and perceptible.In terms of the balance between business and art, commercial elements such as JD Logistics drones are naturally integrated without destroying the poetic flow of the story.In terms of camera movement and interactive experience, the lion dance runs on the ribbon and follows the auspicious cloud elements to connect the whole story, giving the picture continuity and consistency; the picture design of looking up at Dongmen Street at the end of the film allows the audience to be immersed in the story from a bystander to a participant.

敘事手法上，小醒獅帶著祥云和時代打破古今的限制帶我們穿越時空，讓厚重歷史變得可觸可感。商業(yè)與藝術(shù)的平衡上，自然融入京東物流無人機等商業(yè)元素，卻不破壞故事的詩意流淌。運鏡與互動體驗上，醒獅在絲帶上奔跑并跟隨祥云元素串聯(lián)全篇，賦予畫面串聯(lián)性和一致性；片尾仰視東門街道的畫面設(shè)計，讓觀眾身臨其境從旁觀者變?yōu)楣适碌膮⑴c者。

4.CAMERA VOICE DESIGN

The ancient chapter adopts the form of a traditional Chinese scroll with the camera moving in accordance with the breathing of the lion dance. The camera captures the residual warmth of the market in the gaps between the bluestone slabs as the lion's claws rise and fall, creating a sense of traveling through time and space. The masking transitions of auspicious clouds, the giant time book, the era runway and other ingenious designs bring about a dual switching of space and time between heaven and earth, and between ancient and modern times.

古代篇采用國風長卷的形式配合跟隨醒獅運動的呼吸感運鏡，鏡頭隨獅爪起落捕捉青石板縫隙里的市井余溫，營造出穿越時空之感；祥云云層的遮罩轉(zhuǎn)場、巨型時光書和時代跑道等等巧思設(shè)計帶來天界與人間以及古今的空間時間的雙重切換。

The Reform chapter uses the momentum of a speeding train to open the long scroll of history, implying the unstoppable development of the times; the ribbons floating from the distance give the silent historical photos a sense of front and back space. The Future chapter uses the momentum of auspicious clouds brought by the running of the lion dance to make the scene switching smooth and natural. And the drone is used to surround the shooting, seamlessly connecting the real scene with the illustration scene.

改革篇章利用火車疾馳的動勢，打開歷史山河長卷，暗喻時代發(fā)展的不可阻擋；絲帶從遠景飄出給沉默的歷史照片賦予前后空間感。未來篇利用醒獅跑動帶來的祥云動勢使場景切換絲滑自如。并且運用無人機環(huán)繞拍攝，將實景與插畫場景無縫銜接。

This journey through time and space led by the furry guardian not only reproduces the glorious history of the Dongmen business district, but also foreshadows the infinite possibilities of the integration of tradition and modernity.

這場由毛茸茸的守護者引領(lǐng)的時空之旅，不僅重現(xiàn)了東門商圈的輝煌歷史，更預示著傳統(tǒng)與現(xiàn)代融合的無限可能。

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

9.UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（UGLY），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.

CNY新年賀歲

電商/快消品

金融

互聯(lián)網(wǎng)/游戲

文旅體育

醫(yī)療/科技

政府合作

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家居房地產(chǎn)

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其他合作

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