《抖音青少年风险防范》MG动画——安戈力文化

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—Client / 出品方

抖音

—Project name & type/项目名称&类型

《抖音青少年风险防范》MG动画

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2024年12月30日

—Production cycle / 制作周期

15 days

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1. BACKGROUND PROJECT

As the internet becomes an important part of adolescents' daily lives, harmful content and violations such as school bullying, minors seeking sympathy for online attention, inciting conflict between parents, teachers, and students, and promoting consumer fraud pose potential threats to the mental health and value development of young people. In response to society's urgent need to protect minors online, TikTok has established a special governance team and launched a series of risk prevention and management measures. This MG animation is a visual presentation and communication of these measures, clearly revealing to teenagers, parents, and society at large the various risks targeting minors in cyberspace, guiding adolescents away from harmful content, and fostering a correct understanding of the internet.

随着网络成为青少年日常生活的重要组成部分，校园霸凌相关内容、未成年卖惨博流量、煽动亲子师生对立、诱导消费欺诈等不良信息与违规行为，对青少年的身心健康和价值观塑造构成潜在威胁。为响应社会对未成年人网络保护的迫切需求，抖音成立专项治理团队，推出系列风险防范治理举措，该MG 动画正是对这些举措的可视化呈现与传播。从而向青少年、家长及全社会清晰揭示网络空间中针对未成年人的各类风险，引导青少年远离不良内容，树立正确网络观。

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2. STORYBOARD

This animation uses 'adventure and challenge' as an implicit narrative thread and, through an anthropomorphized player perspective, connects the four core governance areas of TikTok in the field of youth risk prevention. The logic is clear and rhythmic: First is the management of harmful content, focusing on cracking down on content that endangers minors, such as school bullying, minors seeking sympathy for attention, vulgar or pornographic material, and content promoting dangerous cults, while presenting specific data on content violations and account bans. Second is the interruption of antagonistic behaviors, addressing videos and remarks that incite conflicts between parents and children or teachers and students, by removing accounts and breaking down violating content to maintain harmonious interpersonal guidance. Third is the interception of fraudulent activities, focusing on inducing minors to spend money or engaging in illegal sales and scam-related activities, using visual methods to show the platform's blocking and prevention of malicious merchant fraud actions. Finally, there is the improvement of protective mechanisms, introducing measures such as harmful content identification tags, prevention of minor tipping and refund mechanisms, and restrictions on minors’ live streaming, thereby forming a complete 'combat + protection' governance loop. Overall, the content is supported by concrete data to enhance credibility and features situational storytelling to avoid dull preaching, achieving a balance between information delivery and visual experience.

这次的动画以“冒险闯关” 为隐性叙事线索，通过拟人化的玩家视角，串联起抖音在青少年风险防范领域的四大核心治理板块，逻辑清晰且富有节奏感：首先是不良内容的整治，重点打击校园霸凌、未成年卖惨博流量、低俗色情、诱导邪典等危害未成年人的内容，展示违规内容处置、账号封禁的具体数据。其次是对立行为阻断，针对煽动亲子、师生对立的视频与言论，实施清退账号、破碎违规内容等处置，维护和谐的人际关系导向。然后是欺诈行为拦截，聚焦诱导未成年人消费、违规销售引流诈骗等行为，通过可视化手段呈现平台对无良商家欺诈动作的拦截与封锁。最后是保护机制的完善，介绍不良内容识别标签、未成年打赏阻断与退款机制、未成年人直播限制等预防性措施，形成“打击 + 保护” 的完整治理闭环。整体内容既有具体数据支撑，增强说服力；又有场景化剧情设计，避免枯燥说教，实现了信息传递与视觉体验的平衡。

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3. CHARACTER SETTING

In the film, through an anthropomorphized image of a justice guardian, it concretely represents the governance power of the Douyin platform. Overall, the character is simple and lively in appearance, with strong friendliness and recognizability, aligning with the aesthetic preferences of teenagers. As the plot progresses, players experience 'equipment upgrades and growth in height,' symbolizing the continuous strengthening of platform governance capabilities and the ongoing accumulation of governance achievements, reinforcing the concept of a 'growing guardian.' From the initial 'passive observation' to 'active intervention,' actions such as punching, snapping fingers, drawing shields, and marking an 'X' demonstrate a proactive stance against violations, conveying a core spirit of bravery, justice, and determination, which easily resonates with teenagers' emotions and values.

在片中，通过一个拟人化的正义守护者形象，是抖音平台治理力量的具象化体现。在整体外形上，形象简洁灵动，具有较强的亲和力与辨识度，符合青少年审美；随着剧情推进，玩家会实现“装备升级、个子长高”，象征平台治理能力的不断强化与治理成果的持续积累，强化 “成长型守护” 的概念。从最初的 “被动观察” 到 “主动出击”，通过挥拳、打响指、抽盾牌、画 “×” 等动作，展现积极对抗违规行为的姿态，传递勇敢、正义、坚定的精神内核，容易让青少年产生情感共鸣与价值认同。

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4. CAMERA VOICE DESIGN

In terms of style, it integrates gamification design elements, combining a sense of technology with playfulness. This style not only aligns with Douyin's youthful and trend-oriented brand tone but also quickly captures the attention of teenagers, making serious governance topics easier to accept. The color scheme primarily uses bright blue and white, symbolizing the purity of cyberspace and the technological feel of the platform; for violation scenarios, darker, more subdued tones are used, paired with red warning elements (such as the “Removal” red stamp or “System Error” warning messages), creating a strong visual contrast that emphasizes the negative attributes of harmful content and violations.

在风格上融合游戏化设计元素，兼具科技感与趣味性。这种风格既符合抖音年轻化、潮流化的品牌调性，又能快速吸引青少年群体的注意力，让严肃的治理主题变得易于接受。色彩上以明亮的蓝、白为主色调，象征网络空间的纯净与平台的科技感；违规场景则采用灰暗、深沉的色调，搭配红色警示元素（如“清退” 红章、“系统报错” 警示语），形成强烈视觉反差，突出不良内容与违规行为的负面属性。

In terms of animation, abstract 'regulatory actions' are transformed into concrete visual actions through design elements such as octopus tentacles controlling the screen via data forms, 'illegal content' being 'petrified and shattered,' and players’ laser punches, which lowers the barrier to understanding the information while enhancing the fun and impact of the visuals. At the same time, some transition effects, such as 'changes in the color mood of the screen,' 'motion-based transitions,' and 'moving blocking lines covering the camera,' are used to achieve natural scene connections, allowing smooth transitions between different governance sections, avoiding abrupt cuts, and maintaining the viewing rhythm of the audience.

在动画上，通过数据形态的章鱼触手控制屏幕、违规内容“石化碎掉”、玩家的激光拳头等动画设计，将抽象的 “治理行为” 转化为具象的视觉动作，降低信息理解门槛，同时增强画面的趣味性与冲击力。同时通过一些转场效果，比如“画面颜色氛围转变”“随动作转场”“封锁线移动覆盖镜头” 等转场方式，实现场景的自然衔接，让不同治理板块的内容过渡流畅，避免生硬割裂，保持观众的观看节奏。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

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The line drawing shows the effect separately

线稿图单独展示效果

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Comparison of line draft and scene display

线稿与场景展示对比效果

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5. SPECIAL EFFECTS

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6. SPECIAL EFFECTS

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7. ON SITE

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8. HD WALLPAPERS

—STORYBOARD /分镜

BEIER KUAN/BING HAN

—CONCEPTION /元素设计

YUTONG LIU

—ORIGINALPAINTER /原画师

LIGE XIAO/XIYUAN LI

—MIDDLEPICTURE /中间画

SHUNHUI LIANG

FEIPING WU

—SCENE TEACHER /场景师

BING HAN/YUANXI ZHEN

—COLOR SETTING /色定

BEIER KUAN

—DIRECTOR /导演

SHUIZHI YIN

—PRODUCTION /制片

BEIER KUAN

—ANIMATOR /动画师

SHENGUO WANG

BOQIANG ZHAO

—CHECKER /动检师

SHENGUO WANG

BOQIANG ZHAO

—SYNTHESIS /合成

SHENGUO WANG

—SOUND&MIX /音效/混录/录音

SHENGUO WANG

9. UGLY INTRODUCTION

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中国蕞丑的一家MG动画公司——（UGLY），专门服务国内广告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作过程中以耿直、宅心仁厚的特点深受合作伙伴的热捧及引荐，迅速在业界打开名声。

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、厦门）拥有在职技术性专业人才97位，全国居家办公370多位；运用AE、C4D、逐帧、代码等高技术手段制作前沿风格MG动画作品，服务1148个项目准时交付率高达92.9%，每月可以同步进行近 50 条MG动画生产线，服务的品牌项目既有众多耳熟能详的大品牌也有初创及小众品牌，属于名副其实的动画代理源头厂家。

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.

取名于英文单词UGLY（丑英译），公司Slogan“丑从未如此艺术”，现业界的评价：MG动画=安戈力，安戈力=MG动画，已形成行业符号，提到国内MG动画基地，你会想起安戈力。

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

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