QQfamily Character Identity Video Video promotion to enhance character identity

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1.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是代表騰訊官方的IP(知識產權)品牌。以QQ企鵝形象為延展,賦予每個形象獨特的外觀和個性 ,並與豐富故事結合,融入更多社交場景,更具情感化的表達積極、年輕的品牌含義。QQfamily不僅是形象,更代表有趣、賦予變化的生活態度。

 

2. 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.

在重新定義了QQfamily的規範之後,我們製作了一條突出角色性格的視頻來推進品牌升級,因為角色形象對品牌的意義正在變得愈加重要。我們希望通過有趣的故事使形象觸達用戶。
在此之後我們也將持續的為品牌注入性格與活力。

3.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.

為了強化角色的獨特性格,我們為每個角色單獨定製了故事線。內容主要來自於可以給用戶帶來共鳴的日常瑣事及情感,輔以生動的卡通元素和統一的色彩,我們希望這個片子給人友善和有趣的感覺,增加形象的親切感。

4.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.

動畫製作大體分為三部分。前期做詳細的概念策劃和分鏡設計。中期藉助必要的角色素材來進行美術繪製。後期階段,也是動畫製作中至關重要的階段。需要將靜態的設計圖動態化,通過恰到好處的節奏感提升片子整體的吸引力。

5.Storyboard 

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

我們在統一的內容框架和故事結構下為每個角色製作了12秒的動畫,故事內容在製作時根據情況略有調整。

Dov

Dov does not express emotions with his face well, but has a warm and delicate heart. There are rumors that he is perfecting his Kung-Fu skills to eat even a little more dumplings.

雖然多福的表情設定不能靈活的表達多樣的情緒但他有一顆溫暖和善良的心。傳說他正在學習用功夫吃餃子。

QQ

QQ is an early adapter. He is interested in any trendy genre and only feels satisfied after enjoying and testing it before anyone else.

QQ是一個引領者。他對任何時尚潮流感興趣,並且樂於嘗試。

babyQ

babyQ always makes his friends happy with his positive energy. He may look like a child, but he is extremely smart. He is curious about everything that he always has so many questions.

babyQ總是滿懷積極能量,是大家的開心果。雖然他看着像個孩子,但其實他非常聰明。他總是對任何事物保持好奇,總能提出很多問題。

Anko

Anko has a talent in music and has confidence in her voice. So she likes to show off to others. But she feels sad secretly when not be focused to herself.

安子很有音樂天分,對自己的聲音也充滿信心。她喜歡展示自己,但是一旦被人忽略便會暗自難過。

Oscar

Oscar has confidence in himself. He thinks that he is most handsome boy with all the girls liking him. He cannot handle and watch his pride collapse.

奧斯卡很有自信。他覺得自己是這裡最帥的以至於所有的女孩子都應該來愛他。他最不能接受的是自尊心被傷害。

Qana

Qana likes going on adventures for new things. Whether he is happy or angry, his emotions are clearly shown on his face. Camping is more fun when together with his friends.

卡納喜歡冒險。不論是開心還是生氣,情緒都展現在臉上。他最喜歡和朋友一起去露營。

 

5.Final Video

 

6.Showcases 

A.Tencent 18th Anniversary Event

B.Mattel VIP show QQfamily Seminar

C.Midea x QQfamily Launching Show

 

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