VHQ联手天猫祝您愿望11实现

一年一度的天猫双11狂欢节即将来临,你们准备了几双手来剁?购物车添满了没?预定金付了没?最最重要的是,今年的双11谁来帮你11清空购物车嘞?

The annual TMALL Double Eleven Shopping Carnival is coming, are you shopaholics prepared well? Did you fill your shopping cart?Have you paid the deposit? Most importantly, who will empty the cart for you?

别急别急,今年有一位神秘的小伙伴助你愿望11实现噢!

~~Easy, easy, this year a mysterious friend will help you realize your Double Eleven’s wishes!

没错,我们这位神秘的小伙伴就是这只“小猫手”!——VHQ作为本年度天猫双11预热动画的承制方,为即将到来的双11打响了第一炮,这只“小猫手”开启了人们多元化的心愿。

Yes, our mysterious little friend is this“kitten claw”! – As the animation production house of this year’s warm-up activity of TMALL Double Eleven, VHQ initiated a good opening for the coming Double Eleven. This “kitten claw” inspires people for diversified wills. 

这短短10s动画短片,如果不说寓意,实际看起来挺平常的。这样一部10s短片到底有何寓意?接下来为大家阐述一下吧!In just 10s animated short film, it actually looks nothing special without mentioning the implied meaning. So what’s the implied meaning of this 10s short film? Allow me to explain to everyone!

客户诉求:

今年双十一的传播主题为”愿望11实现“,预热动画要体现好货、好价、好玩三大主要利益点,以天猫(公仔)帮助不同用户实现他们各自在双十一期间的愿望为方向,表现用户愿望实现前后的状态对比和用户类型的多元化。

Clients Requirements:The theme of this year “Double Eleven” is“wishes come true one by one”. The opening animation should reflect the 3 main sale points of good-looking, good price and fun, with Tianmao (the doll) help different users achieve their wishes as direction, showing the comparison of users’ behavior before and after the wish realization and the diversification of user types.

灵感初创期:

预热动画仅短短10s,如何能够在短短10s内,既要保证画面效果和动画镜头运镜转场的流畅性,又要在没有背景音效烘托气氛的情况下,完整清晰地呈现出核心诉求,动画的节奏感就显得尤为重要,这也是我们在本片需要克服的一大难关。

Initial Stage of Inspiration Creation:In just 10s opening animation, how to guarantee the screen effects and smoothness of camera transition, complete and clearly present the core requirements without background music, the rhythm of animation becomes especially important, which is also an obstacle we need to conquer.

前期创意构思:

我们结合了场景风格和质感以“猫爪”协助用户实现愿望推动故事发展,在统一风格的前提下,我们又针对每个主要利益点分别单独设定为:双十一晚会盛典现场、商场购物场景、游戏感投币建筑场景、定版阿里经济体建筑群和天猫店组合透视场景,弱化了愿望实现的过程,把愿望实现的状态浓缩为愿望实现的“美妙瞬间”。

Early Creative Stage:After the analysis of the setting style and texture, we created “kitten claws” helping users realize wishes as the structure. Under the premise of unified style, we designed separated setting for each main sale point: Double Eleven Night Gala, shopping mall, slot machine building, and the combined perspective scene of Ali economy building complex and TMALL store, which weakened the process of realization of wishes, but condensed into the“beautiful moments” of wish realization.

场景设定:

今年双11的主题为:"愿望11实现"+“双11合伙人”。本片的主场景构建了三个大场景:“演唱会现场”、“购物商区”及“游戏都市”,在这三个大场景中,又搭配了相应的元素:如潮流好货、千亿津贴、大富翁游戏、红包雨等等,凸显双11好看、好价、好玩的特征。

Scenario setting:The theme of this year’s Double Eleven is: “wishes come true one by one”+ “Double Eleven Partner”. The main scenario of this short film is composed of 3 big scenes: “Live Concert”, “Shopping Zone “and “Game City”, in these 3 scenes,there are correspondent elements, such as trendy goods,billions of shopping coupons, Monopoly games, red packet rain, etc.,highlighting the features of good looking, good price and fun.

人物设计:

在人物设计方面,首先考虑到的一点是“潮”+“变身”,最后我们设计的角色分别为潮玩极客、运动达人、旅游达人、时尚博主、街头潮人与家务辣妈。

Character design:In terms of character design, the first thing to consider was “trendy”+ “transformation”, finally we designed roles including geeks, sports buffs, travelers, fashion bloggers,trend setters, housewives.

后期制作流程:

这支动画短片在制作的过程中,我们以动画原型用群集技术制作出了成千上万个观众和购物商区的代表性顾客,以及我们根据业务需求建造出上千种商品的展示柜。由于场景的复杂性让布光难度增加,在制作时,所有角色都是在单独场景进行布光,利用主辅光打造明暗关系,以不同颜色背光来营造轮廓边缘。

In the production, we used clustering technology to create hundreds and thousands of audiences and representative customers in shopping zone, and built nearly a thousand kinds of showcases for the business needs. Due to the complexity of the scene, it enhanced the difficulty for light setting, so all characters were lit in a separated scene, using main and side lights to create brightness and shadow, using different colors of backlights to create rim and profiles.

演唱会现场、购物商区、游戏都市这3种不同类型场景,在处理画面层次上,主要通过大小对比、颜色对比、亮度差异、虚实关系、动画等方式将画面主体角色、文字、商品等在场景中完美融合。我们在画面细节的处理上还添加了一些粒子魔法光,使画面看上去毫无违和感。如:演唱会现场主打夜晚时分灯光绚丽的爆发感;购物商区是明亮时尚的繁华地段;游戏都市则是缤纷热闹的大都会。

Live concert,shopping zone,game city these 3 different scenarios, in the processing of different layers, characters, texts and goods are perfectly integrated mainly by comparison of big and small, colors, brightness difference, virtual and real, animation, etc. We added some particle magic glow for the details of images to make it more harmonious, such as: live concert is burst of brilliant lights, shopping zone is bright and fashionable downtown,game city is a crowded metropolis.

在最初设定中,游戏都市共有多个种类的“猫”店铺,这些店铺组成了大富翁棋盘结构的繁华大都市。在片子结尾, 猫店长的猫店铺与繁华的经济体大楼形成鲜明的对比,通过前者的努力才能够打造出后者的繁荣。今年正是天猫双11创立的第11个年头,这也是本片的寓意所在。

In the initial setting, game city has various types of “cat” stores, which constitute a bustling metropolis with checkerboard structure like Monopoly. At the ending, cat stores make a sharp contrast with the economy buildings,implying the prosperity of the latter is achieved by the hard work of the former one. This year is the 11th anniversary for Double Eleven, and which is also the deep meaning of this short film.

成千上万的观众、人物角色的建模、“人”与“猫”动画的制作,是本片的一大亮点。把众多角色动画放入一个场景内做灯光渲染,既要保证画面统一性,又要保证渲染质量。本片由于时间紧,任务重,这种体量的制作难度对VHQ团队的制作人员来说不仅是一次挑战,更是一次难忘的经验。

The highlight of this film is modeling of thousands of characters, animations of “humans” and “cats”. Lighting rendering of massive character animations in one same scene, not only need to ensure the uniformity of the image but also need to guarantee the rendering quality. Due to the tight timeline, heavy task,this production difficulty is not just a challenge for VHQ team, but an unforgettable experience as well.天猫双11动画短片已上线,打开淘宝,即可观看。我们的“猫小手”悄悄问一句,今年的双11你准备剁几只手?

TMALL Double Eleven animation film has launched online, you can watch it when you open Taobao. Little “kitten claw”whispers, how many hands are you prepared to be chopped (how many things areyou buying)?

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