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《騰訊地圖渠道選址》MG動畫——安戈力文化-Dir cut

互聯(lián)網(wǎng)| 佳片精選 |MG圖形動畫

—Client/出品方

騰訊地圖

—Project name & type/項(xiàng)目名稱&類型

《騰訊地圖選址+渠道》MG動畫

—Production House /制作方

UGLY/安戈力

—Production Date/產(chǎn)出時(shí)間

2024年12月2日

—Production cycle /制作周期

7 days

1.BACKGROUNDPROJECT

Tencent Map's channel distribution product, relying on the vibrant big data and complete technical system of the Tencent ecosystem, provides digital channel management solutions for the fast-moving consumer goods (FMCG) industry. By integrating multi-dimensional information collection, cleaning, and standardized governance, it builds a sales point database covering all channels. Based on functional modules such as hierarchical screening, intelligent district division, and route planning, it helps brands accurately identify potential markets, optimize visiting routes, and enhance distribution efficiency. Currently, it serves leading enterprises in the food and beverage, daily chemical, and other fields. In the future, it will continue to empower retail enterprises to achieve efficient upgrades of their channel networks through location big data.

騰訊地圖渠道分銷產(chǎn)品依托騰訊生態(tài)的鮮活大數(shù)據(jù)與完善技術(shù)體系，為快消行業(yè)提供數(shù)字化渠道管理解決方案。通過整合多維度信息采集、清洗與標(biāo)準(zhǔn)化治理，構(gòu)建覆蓋全渠道的售點(diǎn)數(shù)據(jù)庫，并基于分層篩選、智能片區(qū)劃分、路徑規(guī)劃等功能模塊，幫助品牌精準(zhǔn)識別潛力市場、優(yōu)化拜訪路線、提升鋪貨效率。目前已服務(wù)于食品飲料、日化等領(lǐng)域的頭部企業(yè)，未來將持續(xù)通過位置大數(shù)據(jù)賦能零售企業(yè)實(shí)現(xiàn)渠道網(wǎng)絡(luò)的高效升級。

2.STORYBOARD

When fast-moving consumer goods (FMCG) brands expand their offline channels, they encounter the challenge of managing a vast and fragmented network of sales points. The traditional model struggles to accurately assess the commercial value of hundreds of thousands of sales points, leading to blind spots in channel coverage, low visitation efficiency, and waste of marketing resources. From commercial complexes to street-side stores, brands need to quickly seize high-potential markets while establishing a scientific digital management system. This common industry predicament has given rise to an urgent demand for intelligent channel management tools.

快消品牌在拓展線下渠道時(shí)面臨龐大而分散的售點(diǎn)網(wǎng)絡(luò)管理難題——傳統(tǒng)模式難以精準(zhǔn)評估數(shù)十萬計(jì)售點(diǎn)的商業(yè)價(jià)值，存在渠道覆蓋盲區(qū)、拜訪效率低下、營銷資源浪費(fèi)等痛點(diǎn)。從商業(yè)綜合體到街邊小店，品牌既要快速搶占高潛力市場，又需建立科學(xué)的數(shù)字化管理體系。這種行業(yè)普遍性困境，催生了對智能渠道管理工具的迫切需求。

The promotional content builds a technological aesthetic system using dynamic visual language. Flowing lines serve as the core visual symbol throughout, with curves symbolizing data flow weaving through urban buildings and geometric straight lines constructing a three-dimensional commercial network framework, creating a narrative of interplay between the real and the virtual.

宣傳內(nèi)容采用動態(tài)視覺語言構(gòu)建科技美學(xué)體系。流動的線條作為核心視覺符號貫穿始終，既有象征數(shù)據(jù)流動的曲線穿梭于城市建筑之間，也有幾何直線構(gòu)筑的立體商業(yè)網(wǎng)絡(luò)框架，形成虛實(shí)相生的空間敘事。

The visuals innovatively blend live-action footage with MG animation techniques: live-action shots focus on life scenes such as trying on clothes in a store and shopping in a supermarket, capturing the warmth of consumer behavior through meticulous lighting; the animated parts dynamically interpret technical functions like map navigation, heat distribution, and route planning with minimalist graphics, transforming abstract algorithms into concrete visual symbols.

畫面創(chuàng)新融合實(shí)拍與MG動畫技術(shù)：實(shí)拍鏡頭聚焦服裝店試衣、超市采購等生活化場景，通過細(xì)膩的光影捕捉消費(fèi)行為的溫度；動畫部分則以極簡圖形動態(tài)演繹地圖導(dǎo)航、熱力分布、路徑規(guī)劃等技術(shù)功能，將抽象算法轉(zhuǎn)化為具象視覺符號。

The color system is based on tech blue and ivory white to establish a professional tone, with the flowing trajectories of orange light points symbolizing the vitality of data and balancing the coldness of technological tools with warm tones, infusing humanistic care into the rational framework.

色彩系統(tǒng)以科技藍(lán)與象牙白奠定專業(yè)基調(diào)，橙色光點(diǎn)的流動軌跡既隱喻數(shù)據(jù)活力，又通過暖色調(diào)平衡科技工具的冰冷感，在理性框架中注入人文關(guān)懷。

3.CHARACTER SETTING

The product focuses on the full digital transformation of the fast-moving consumer goods (FMCG) industry, deeply integrating geographic information technology with business insights. By building a closed-loop system of "data governance - potential identification - path optimization - precise marketing", it not only addresses the practical problems such as high channel management costs and slow market response, but also redefines the relationship between people, goods, and places - enabling brands to reconstruct their distribution networks in a data-driven manner, transforming the originally fragmented offline touchpoints into quantifiable growth engines, and ultimately driving the FMCG industry into a new stage of refined and intelligent channel management.

產(chǎn)品著眼于快消行業(yè)全鏈路數(shù)字化轉(zhuǎn)型，將地理信息技術(shù)與商業(yè)洞察深度融合。通過構(gòu)建"數(shù)據(jù)治理-潛力識別-路徑優(yōu)化-精準(zhǔn)營銷"的閉環(huán)系統(tǒng)，不僅解決了渠道管理成本高、市場響應(yīng)慢等現(xiàn)實(shí)問題，更重新定義了人貨場關(guān)系——讓品牌能以數(shù)據(jù)驅(qū)動的方式重構(gòu)分銷網(wǎng)絡(luò)，將原本割裂的線下觸點(diǎn)轉(zhuǎn)化為可量化運(yùn)營的增長引擎，最終推動快消行業(yè)進(jìn)入精細(xì)化、智能化的渠道管理新階段。

4.CAMERA VOICE DESIGN

The core of this creative lies in the emotional translation of technological value. By combining and transforming life scenes with data images, it constructs a logic of "user needs - business decisions - technological empowerment": consumers pausing in front of supermarket shelves are mirrored by dynamically updated heat maps of product selection, and the fitting mirrors in clothing stores are ingeniously transformed into data analysis interfaces, making technological tools a bridge connecting the hustle and bustle of daily life with the digital world.

此片創(chuàng)意核心在于實(shí)現(xiàn)技術(shù)價(jià)值的情感化轉(zhuǎn)譯。通過生活場景與數(shù)據(jù)圖景結(jié)合與轉(zhuǎn)換，構(gòu)建起「用戶需求-商業(yè)決策-技術(shù)賦能」的邏輯：超市貨架前駐足的消費(fèi)者與動態(tài)更新的選品熱力圖形成鏡像對照，服裝店的試衣鏡巧妙轉(zhuǎn)化為數(shù)據(jù)分析界面，使技術(shù)工具成為連接市井煙火與數(shù)字世界的橋梁。

Visual metaphors are strategically employed to enhance value recognition - the interwoven traffic network corresponds to the allocation of business resources, the flowing light points symbolize the trajectories of consumer behavior, and the data links between buildings represent the interconnection of industrial ecosystems. When presenting hard-core functions such as LBS positioning and traffic avoidance, technical parameters are deliberately downplayed, and instead, emotional touchpoints like the relaxed brows of store owners and smooth gestures when planning routes are used to anchor the tool value in the proposition of "returning business to humanity", ultimately achieving a cognitive leap from functional communication to brand concept elevation.

策略性運(yùn)用視覺隱喻強(qiáng)化價(jià)值認(rèn)知——交織的交通網(wǎng)絡(luò)對應(yīng)商業(yè)資源調(diào)配，流動的光點(diǎn)象征消費(fèi)行為軌跡，建筑群間的數(shù)據(jù)紐帶則指代產(chǎn)業(yè)生態(tài)互聯(lián)。在呈現(xiàn)LBS定位、限行規(guī)避等硬核功能時(shí)，刻意弱化技術(shù)參數(shù)，轉(zhuǎn)而通過店主舒展的眉頭、規(guī)劃路線時(shí)流暢的手勢等情感觸點(diǎn)，將工具價(jià)值錨定在「讓商業(yè)回歸人性」的價(jià)值主張，最終完成從功能傳播到品牌理念升華的認(rèn)知躍遷。

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(dú)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

—SCRIPTWRITER /編劇&策劃

HANHAI

—STORYBOARD /分鏡

HANHAI

—SCENE TEACHER /場景師

YUN WANG

JIALE CAI / YANG REN

—COLOR SETTING /色定

YANG REN

—PRODUCTION /制片

XIAOXIN

—ANIMATOR /動畫師

JIAXU WANG / MINHUI ZHOU /BOQIANG ZHAO

—CHECKER /動檢師

WEIDONG ZHA / M

—EDITING /剪輯

HANHAI

—SYNTHESIS /合成

BOQIANG ZHAO

—SOUND&MIX /音效/混錄/錄音

BOQIANG ZHAO /JIAXU WANG /MINHUI ZHOU

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(diǎn)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，（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(yùn)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(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動畫生產(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)的動畫代理源頭廠家。

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)界的評價(jià)：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。

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

此文如需轉(zhuǎn)載刊用請注明來源公眾號安戈力

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