《了不起的传承》实拍结合MG动画——安戈力文化

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安戈力

—Client / 出品方

抖音

—Project name & type/项目名称&类型

《了不起的传承》实拍结合MG动画

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2025年3月10日

—Production cycle / 制作周期

20 days

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2Njcy） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

1. BACKGROUND PROJECT

In the fast-paced modern life, we always seem to be in a hurry, forgetting the signals emitted by our bodies. "The Great Legacy" is born to awaken this memory. This film is not just an animation, but also a "journey of seeking roots". Based on the treasure trove of Chinese medicine culture spanning five thousand years, it aims to unearth those health preservation wisdoms buried by time. Our core vision is to break down the barriers of time, so that ancient medical theories are no longer shelved books, but become accessible remedies for modern people. What we want to tell is a story about "preservation" - the ancients preserved health, and the present people preserve tradition. Here, history is not cold words, but warm care.

在快节奏的现代生活中，我们似乎总是步履匆匆，遗忘了身体发出的信号。而《了不起的传承》正是为了唤醒这份记忆而生。本片不仅仅是一部动画，更是一次“寻根之旅”。它立足于中华五千年的中医药文化宝库，旨在挖掘那些被时光掩埋的养生智慧。我们的核心愿景，是打破时间的壁垒，让古老的医理不再是束之高阁的典籍，而是变成现代人触手可及的生活良方。我们要讲述的，是一个关于“守护”的故事——古人守护健康，今人守护传统。在这里，历史不是冰冷的文字，而是有温度的关怀。

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2Njgw） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

2. STORYBOARD

This video starts with a high-quality ancient painting style, recreating the authentic scenes of ancient people collecting and preparing herbs, as well as consulting patients, creating a strong sense of historical immersion. The twist comes with the introduction of modern scenes. When ancient doctors and apothecaries suddenly appear in modern offices, pharmacies, and even family dining tables, a strong dramatic tension arises. The climax is the collision and fusion of ancient and modern concepts. The ancients use traditional wisdom (such as pulse diagnosis and dietary therapy) to interpret the sub-health state of modern people (such as staying up late and anxiety). This contrast not only dispels the seriousness of traditional Chinese medicine but also evokes strong emotional resonance among young audiences. It is like a "time-space consultation", where the ancients use their experience to "pulse" the lifestyle of modern people.

这次的片子以极具质感的古画风格切入，还原了古人采药、制药、问诊的真实场景，营造出浓厚的历史沉浸感。转折发生在现代场景的介入。当古代的郎中、药童突然出现在现代的办公室、药房甚至家庭餐桌旁时，一种强烈的戏剧张力油然而生。高潮则是古今观念的碰撞与融合。古人用传统的智慧（如把脉、食疗）去解读现代人的亚健康状态（如熬夜、焦虑），这种反差萌不仅消解了中医的严肃感，更让年轻受众产生了强烈的情感共鸣。这就好比是一场“时空会诊”，古人在用他们的经验，为现代人的生活方式“把脉”。

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2Njky） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

To bring this film to life, we put a lot of effort into the camera language and post-production special effects. We used a combination of real and virtual transitions, making extensive use of match cuts. For example, a medicine bowl in the hands of an ancient person might turn into a thermos flask in the hands of a modern person in the next second; a landscape from an ancient painting instantly transitions to an aerial shot of a modern city. This smooth transition implies that the concept of "medicine and food are of the same origin" has never changed. When depicting scenes such as ancient people taking photos and interacting, we adopted a slightly stuttering stop-motion animation style. This is not only a retro tribute, but also gives the virtual characters a unique "puppet show" quality, making them appear charmingly naive.

为了让这支片子“活”起来，我们在镜头语言和后期特效上下足了功夫。在转场上使用了虚实结合的转场，大量用了Match Cut，例如，古人手中的药碗，下一秒可能就变成了现代人手中的保温杯；古画中的山水，瞬间过渡到现代城市的航拍。这种丝滑的转场暗示了“药食同源”的理念从未改变。在表现古人拍照、互动等桥段时，采用了略带卡顿感的定格动画风格。这不仅是一种复古的致敬，更赋予了纸片人一种独特的“偶戏”质感，显得憨态可掬。

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2Njk2） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

3. CHARACTER SETTING

The character design this time is a highlight, mainly featuring two distinct contrasts. For instance, the image of the "time traveler" old Chinese medicine practitioner/wise man is elegant and composed, dressed in a long gown, with a gaze that reveals worldly wisdom. He is not only a teacher of medicine but also a guide of spirit. The portrayal of the medicine boy/common people is round and cute, with exaggerated and vivid movements (such as holding a large tripod or making a peace sign). They represent the down-to-earth and vibrant aspect of Chinese medicine culture, responsible for creating laughs and bridging the gap between the audience and the characters. As for the urban white-collar workers/young women, their expressions transition from initial surprise and confusion (such as being stunned when seeing an ancient painting come to life) to later realization and a knowing smile. They serve as surrogates for the audience, carrying the emotional shift from "non-understanding" to "recognition". This "static and dynamic", "ancient and modern" character relationship setting greatly enhances the story's interest and immersiveness.

这次的人物设计是一大亮点，主要分为两组鲜明的对比，比如“穿越者”老中医/智者的形象儒雅沉稳，身着长衫，眼神中透着洞察世事的智慧。他不仅是医术的传授者，更是精神的指引者。药童/百姓造型圆润可爱，动作夸张生动（如举着大鼎、比着剪刀手）。他们代表了中医文化中接地气、充满生命力的一面，负责制造笑点和拉近观众距离。而都市白领/年轻女性他们的表情从最初的惊讶、困惑（如看到古画复活时的目瞪口呆），到后来的恍然大悟、会心一笑。他们是观众的替身，承载着从“不理解”到“认同”的情感转变。这种“一静一动”、“一古一今”的人物关系设定，极大地增强了故事的趣味性和代入感。

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2NzEy） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

4. CAMERA VOICE DESIGN

The overall style combines the meticulous and heavy-color painting of the Song Dynasty with modern MG animation. The images of ancient people are outlined with meticulous lines, complemented by the texture of linen fabric, to reproduce the clothing and aesthetics of the Song Dynasty. Modern scenes are rendered in realistic photography, creating a strong visual contrast between ancient and modern. A large number of ancient paintings from the Song Dynasty (such as landscapes and urban scenes) are used as transitions and backgrounds to visualize the cultural heritage of the brand. The overall color scheme is dominated by earthy tones such as warm yellow, ochre, and black ink, echoing the quaint quality of ancient paintings. Modern scenes are mainly in cool white and light gray, highlighting the simplicity of modern life. Through effects such as transitions from ancient paintings and ink wash blending, a hazy and poetic atmosphere of "time travel" is created. Meanwhile, in modern scenes such as offices and supermarkets, bright rhythms and humorous characters are used to maintain a lively and relaxed atmosphere.

整体采用宋代工笔重彩与现代MG 动画结合的风格。古人形象以工笔线条勾勒，辅以麻布纹理质感，还原宋代服饰与审美；现代场景则采用写实摄影，形成强烈的古今视觉对比。大量运用宋代古画（如山水、市井图）作为转场和背景，将品牌的文化底蕴可视化。整体的色彩以暖黄、赭石、墨黑等大地色系为主，呼应古画的古朴质感；现代场景则以冷白、浅灰为主，凸显现代生活的简洁。通过古画转场、水墨晕染等效果，营造出“穿越时空” 的朦胧与诗意，同时在办公室、超市等现代场景中，用明快的节奏和幽默的人设，保持轻松活泼的氛围。

The line drawing shows the effect separately

线稿图单独展示效果

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2NzE2） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2NzIw） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2NzI0） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

Comparison of line draft and scene display

线稿与场景展示对比效果

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2NzI4） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

5. SPECIAL EFFECTS

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODIw） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODI0） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODI4） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

6. SPECIAL EFFECTS

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODMy） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODQ4） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODUy） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODU2） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODYw） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

7. ON SITE

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODY0） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

8. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划

SISSI

—STORYBOARD /分镜

SISSI

—CONCEPTION /元素设计

SILI/XIXI JIANG/XUWEI LEI

—ORIGINALPAINTER /原画师

SILI/XIXI JIANG/XUWEI LEI

—COLOR SETTING /色定

SILI/XIXI JIANG/XUWEI LEI

—DIRECTOR /导演

SISSI/HAIQUAN LU

—PRODUCTION /制片

SISSI

—ANIMATOR /动画师

M/MINHUI ZHOU

—CHECKER /动检师

M/SISSI

—SYNTHESIS /合成

MINHUI ZHOU

—SOUND&MIX /音效/混录/录音

MINHUI ZHOU

—MUSIC /选曲

SISSI

9. UGLY INTRODUCTION

《了不起的传承》实拍结合MG动画——安戈力文化（图ZNDA2OTA2ODcy） - 宣传片 - 站酷设计师安戈力原创素材 - 站酷ZCOOL

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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