QQfamily
FEATURED
Video promotion to enhance character identity.
Background
About QQfamily
01. About QQfamily

QQfamily was developed to represent official QQ cartoon IP(Intellectual Property) brand of Tencent. QQfamily characters extend the brand image that QQ penguin of Tencent has built. By giving unique look and personality to each character, QQfamily is intended to make a positive impression through stories that characters create. Each character is involved with witty and fun stories of daily life that lead the users feel more closer to the brand and characters. Their dynamic emotional expressions make the brand image more young and friendly as well. QQfamily is not just a static image, but living characters that can be an inspiration for the users to refresh the attitude towards their life.

QQfamily是代表腾讯官方的IP(知识产权)品牌。以QQ企鹅形象为延展,赋予每个形象独特的外观和个性 ,并与丰富故事结合,融入更多社交场景,更具情感化的表达积极、年轻的品牌含义。QQfamily不仅是形象,更代表有趣、赋予变化的生活态度。


02. Overview

As the guide of QQfamily has been newly defined, we needed a promotion which emphasizes on a brand expansion by making a video which highlights on personalities of characters. That was because imprinting the personalities of characters was the most important and the very first step when we brand the characters. We hope characters to have rich personality having all interesting stories to be delivered to users. We would continue focusing on promotions for the brand identity and brand vitality.

在重新定义了QQfamily的规范之后,我们制作了一条突出角色性格的视频来推进品牌升级,因为角色形象对品牌的意义正在变得愈加重要。我们希望通过有趣的故事使形象触达用户。

在此之后我们也将持续的为品牌注入性格与活力。

03. Goal

Since it was important for us to capture the identity of each character, we planned to make a full package of short stories. Especially we concentrated on making story out of personality that users can understand through using the daily objects and emotional expressions. By using cartoon style and brand color actively, we tried to make users feel more friendly and approachable to the brand.

为了强化角色的独特性格,我们为每个角色单独定制了故事线。内容主要来自于可以给用户带来共鸣的日常琐事及情感,辅以生动的卡通元素和统一的色彩,我们希望这个片子给人友善和有趣的感觉,增加形象的亲切感。

04.Work Process

Making a motion graphics roughly insists of three parts. In the pre-production part, the concepts and plans are confirmed. In production part, the needed source works are processed. In the post-production part, which is the last step and the most hard-working part in motion graphics. In this part, movements are added so the graphic can be expressed rhythmically and attractively.

动画制作大体分为三部分。前期做详细的概念策划和分镜设计。中期借助必要的角色素材来进行美术绘制。后期阶段,也是动画制作中至关重要的阶段。需要将静态的设计图动态化,通过恰到好处的节奏感提升片子整体的吸引力。

05. Storyboard 

We had 12seconds for each character under a similar structure and composition of the story frame. The stories are slightly changing while making.

我们在统一的内容框架和故事结构下为每个角色制作了12秒的动画,故事内容在制作时根据情况略有调整。

06. Final Video

 

07. Showcases

A_Tencent 18th Anniversary Event

B_Mattel VIP show QQfamily Seminar

C_Midea X QQfamily Launching show

by Davidhan


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