—Client / 出品方
霸王茶姬
—Project name & type/项目名称&类型
《霸王茶姬》拼贴动画
—Production House / 制作方
UGLY/安戈力
—Production Date/产出时间
2024年6月26日
—Production cycle / 制作周期
15 days
1. BACKGROUND PROJECT
In the current fiercely competitive tea beverage market, as a dark horse brand in the new tea beverage category, CHAGEE has consistently adhered to its original mission of "Connecting the World through Oriental Tea Culture". Through its distinctive Oriental tea offerings, the brand has successfully risen to prominence. During its sixth anniversary celebration, CHAGEE pioneered the industry's first full-chain marketing strategy utilizing "Cloud Atlas" technology. To better interpret this innovative marketing approach, CHAGEE collaborated with Angory Creative to produce a collage-style animated video that visually demonstrates the implementation details of its "Star Search Broadcast" (Star-Search-Show-Convert) marketing model, demonstrating the brand's breakthrough strategies. Let us commence this journey of "friendship through tea" with a cup of its signature milk tea - 「Boya Juexuan」!
在茶饮市场竞争白热化的当下，霸王茶姬作为新式茶饮的黑马品牌，始终秉持着“以东方茶，会世界友”的品牌初心，靠着独特的东方茶饮，一路逆袭。霸王茶姬六周年庆之际，行业内首次利用云图贯穿营销全链路策略。为了更好地诠释这一营销新思路，霸王茶姬携手安戈力联合推出一支将“星搜播”的具体营销动作可视化的拼贴动画来演绎霸王茶姬的“破圈之道”。让我们用一杯「伯牙绝弦」开启“以茶会友”的旅程吧！
2. STORYBOARD
The film employs a collage-style animation that masterfully synthesizes classic Oriental motifs with contemporary collage minimalism. Complemented by an exuberant musical score and precisely synchronized sound effects, it crafts an immersive viewing experience that viscerally communicates CHAGEE's unwavering commitment to forging global connections through authentic tea culture bonds. This artistic approach transforms the brand's "Oriental Tea Diplomacy" philosophy into tangible sensory engagement, where every frame pulsates with cross-cultural conviviality.
影片采用拼贴动画的形式，将中式古典国风与简约时尚的拼贴风格完美融合，配合欢快的音乐节奏和适时的音效，让观众沉浸式感受霸王茶姬以东方茶为纽带，真诚广交世界好友的热枕。
The opening sequence employs a wide-angle panorama showcasing diverse milk tea cups in dynamic freefall, visually mapping the saturated beverage market's vibrant yet cutthroat ecosystem. A theatrical spotlight click punctuates the scene, dramatically centering CHAGEE's iconic cup under luminous focus. This cinematic reveal strategically positions the brand as the new-gen industry phenom - a formula-defying innovator crowned atop market rankings through cultural magnetism. The narrative subsequently unfolds CHAGEE's six-year odyssey of category leadership, chronicling how its strategic alchemy of cultural authenticity and operational ingenuity redefined premium tea experiences in China's hypercompetitive F&B landscape.
开篇以全景观的视角展示各种奶茶杯，营造出众多茶饮品牌百花齐放、争奇斗艳的场景。随后一声打光声响起，镜头聚焦到一杯经典的霸王茶姬奶茶杯，在舞台中央闪亮登场。巧妙地点出霸王茶姬作为新式茶饮界的潜力之星，凭借独特魅力荣登榜单TOP1。由此，展开霸王茶姬六周年在竞争激烈的茶饮市场中，凭借卓越策略与创新一路领航的品牌成长历程。
3. CHARACTER SETTING
We developed an anthropomorphic brand persona clad in CHAGEE's signature apparel, serving as the physical embodiment of its core philosophy. The minimalist yet fashion-forward silhouette, paired with contemplative poise and strategic sophistication in facial expressions, creates distinctive brand-specific visual magnetism that communicates intellectual depth through design simplicity.
在角色设计上，我们设计了一个身着霸王茶姬特色服饰的人物形象，作为品牌理念的具象化代表。简约时尚的人物造型和故作思考的面部表情，展现出专注与智慧，形成独特且具有品牌特色的视觉吸引力。
The aesthetic framework masterfully synthesizes Chinese cultural motifs with modernist minimalism. Strategically integrated elements like data visualization modules and ornamental typography maintain informational clarity while achieving artistic refinement. Through calibrated deployment of traditional patterns and calligraphic letterforms within contemporary compositions, this approach realizes CHAGEE's unique visual alchemy - harmonizing heritage and innovation to amplify brand charisma and ensure visual differentiation in saturated markets.
在表现风格上，利用中国风与极简主义相结合，数据图表、花字等元素设计精妙，画面设计简洁易懂。运用国风图案和书法字体等元素，实现现代与国风相融合，展现霸王茶姬的独特魅力，增加视觉辨识度。
For narrative construction and voiceover treatment, the approach systematically progresses from analyzing industry landscapes to organically introducing CHAGEE's market breakthrough strategies. The script maintains logical coherence through seamless contextual transitions, while the modulated voiceover strategically emphasizes critical messages through tonal variations, effectively reinforcing brand propositions and boosting audience recall. This dual-channel optimization ensures both intellectual resonance and emotional engagement.
在文案和配音处理上，则是先阐述茶饮行业现状，再巧妙引入霸王茶姬的“破圈之道”，衔接自然的同时且逻辑清晰。配音语调随内容变化，强化关键信息的传递，增强观众记忆点。
4. CAMERA VOICE DESIGN
The film commences with an eye-level panoramic shot capturing numerous milk tea cups playfully cascading into frame, immersing viewers in the flourishing yet fiercely competitive beverage market. As the camera descends with synchronized rhythmic sound effects, the screen dramatically clears to reveal CHAGEE's signature cup commandeering center stage. Through rapid replication effects and dynamic downward camera movements, this sequence visually manifests the brand's "dark horse" ascendancy in market leadership.
以平视视角的全景镜头开篇，展示众多奶茶杯从画面中活泼落下，引领观众置身于茶饮市场百花齐放而又竞争激烈的浪潮之中。随着镜头下移和恰到好处的音效声，随即画面左右清场，一杯霸王茶姬奶茶杯强势占据C位，快速复制铺满屏幕，配合运镜上至下的动势，直观传递品牌“后来居上”的黑马之势。
The narrative then transitions to demonstrate CHAGEE's integrated marketing ecosystem via Cloud Atlas-powered visualizations. Expertly curated influencer content orbits around real-time data dashboards, accompanied by precisely synchronized voiceover narration that elucidates the brand's full-funnel "seed-and-harvest integration" strategy - a pioneering approach in tea beverage marketing.
随后画面切换，通过云图工具展示、达人素材环绕等镜头，适时配合与画面相应的旁白，直观地向观众展现霸王茶姬利用云图贯穿全链路策略的整合营销——种割一体化的过程。
The crescendo unfolds through dynamic tracking shots synchronized with upbeat melodies, featuring youthful silhouettes enthusiastically embracing CHAGEE cups. This culminates in a powerful brand manifesto visualization, demonstrating how CHAGEE's commitment to "Connecting the World through Oriental Tea Culture" drives innovative market penetration. The sequence concludes by projecting infinite combinatorial possibilities through prismatic visual effects, symbolizing the brand's boundless potential in global tea culture innovation.
最后在一段极具动感和欢快的音乐中，移镜展示许多年轻的小人形象手捧霸王茶姬奶茶杯出现在画面中，全面体现霸王茶姬在这场营销之路上的斐然成果。让观众看到一个茶饮品牌秉持着“以东方茶，会世界友”的价值主张，在创新与奋进中绽放的无限可能。
The line drawing shows the effect separately
线稿图单独展示效果
Comparison of line draft and scene display
线稿与场景展示对比效果
