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1.BACKGROUNDPROJECT
The prosperity of the Douyin livestreaming ecosystem has led the platform to introduce a new Health Score system to ensure user experience and maintain a healthy livestreaming environment. This system aims to regulate the behavior of streamers through a series of rules, encouraging positive content creation while combating violations, thereby building a more harmonious livestreaming community.
隨著抖音直播生態(tài)的日益繁榮，平臺(tái)為了保障用戶(hù)體驗(yàn)和直播環(huán)境的健康，推出了新版健康分系統(tǒng)。該系統(tǒng)旨在通過(guò)一系列規(guī)則來(lái)規(guī)范主播的行為，鼓勵(lì)積極正面的內(nèi)容創(chuàng)作，打擊違規(guī)行為，從而構(gòu)建一個(gè)更加和諧的直播社區(qū)。
Douyin Livestreaming has launched a new set of Health Score rules. Initially, every streamer starts with 100 points. Once a streamer engages in rule violations, they can lose between 1 to 8 points. If the Health Score drops below 40 points, the streamer loses the ability to participate in PKs (Player Kills, a feature where streamers compete for viewer engagement). When the score further decreases below 20 points, the streamer is no longer able to receive any gifts from viewers.
抖音直播推出了新版健康分規(guī)則，初始健康分為100分，一旦主播出現(xiàn)違規(guī)行為，將會(huì)被扣除1到8分不等。如果健康分下降至40分以下，那么主播將失去PK的功能；而當(dāng)分?jǐn)?shù)進(jìn)一步降低至20分以下時(shí)，主播便無(wú)法再?gòu)闹辈ブ蝎@取任何打賞收入。
However, streamers can earn additional points by conducting livestreams in compliance with regulations and completing relevant compliance tests. Additionally, obtaining specific certifications can increase the maximum Health Score to 120 points. These changes are designed to encourage streamers to maintain a healthy and positive livestreaming environment.
不過(guò)，主播們可以通過(guò)遵守規(guī)定進(jìn)行直播以及完成相關(guān)的合規(guī)性測(cè)試來(lái)獲得額外的加分。另外，申請(qǐng)并獲得特定的資質(zhì)認(rèn)證，還能提升健康分的上限至120分。這些改變旨在鼓勵(lì)主播們維護(hù)一個(gè)健康、積極的直播環(huán)境。
2.STORYBOARD
The narrative of the entire MG animation revolves around the introduction of the new Health Score rules on the Douyin livestreaming platform. The story is told from the perspective of an audience member, showcasing a vibrant virtual livestreaming world. In this world, the Health Score serves as a critical measure of a streamer's conduct, starting at 100 points. Violations result in point deductions, and low scores can lead to the loss of certain functions like PKs or the inability to receive gifts. Streamers can recover or even increase their Health Score by conducting compliant livestream activities and completing compliance exams. Obtaining relevant certifications can raise the maximum Health Score to 120 points.
整個(gè)MG動(dòng)畫(huà)的故事設(shè)定圍繞抖音直播平臺(tái)推出的新版健康分規(guī)則展開(kāi)。故事從一位觀(guān)眾的角度切入，展示了一個(gè)充滿(mǎn)活力的虛擬直播世界。在這個(gè)世界里，健康分成為了衡量主播行為的重要指標(biāo)，初始為100分。如果有違規(guī)行為，健康分會(huì)被扣除，分?jǐn)?shù)過(guò)低會(huì)導(dǎo)致主播喪失部分功能，比如PK功能禁用或無(wú)法獲得打賞。然而，主播也可以通過(guò)合法合規(guī)地進(jìn)行直播活動(dòng)和完成合規(guī)性考試來(lái)恢復(fù)甚至增加健康分。申請(qǐng)相關(guān)資質(zhì)還可以提高健康分的上限，最高可達(dá)120分。
The animation uses dynamic graphics and scene transitions to convey the core information of the Health Score rules and encourages users and streamers alike to work together to create a healthier, more civilized livestreaming environment.
抖音直播新版健康分規(guī)則上線(xiàn)啦。新規(guī)則依據(jù)分值，對(duì)主播賬號(hào)進(jìn)行階梯式管理。健康分初始分值為 100 分，每次違規(guī)扣除 1-8 分不等。健康分低于 40 分，PK 功能將被禁用，低于 20 分，主播將無(wú)法獲得打賞收入。此外，主播可通過(guò)合規(guī)直播、完成合規(guī)考試等方式獲得加分。申請(qǐng)相關(guān)資質(zhì)，還可以提高總分上限哦。
3.CHARACTER SETTING
In terms of color design, bright and high-contrast colors are used to highlight important information, such as the appearance of envelopes and on-screen prompts. During scenes depicting happy moments among streamers, warmer and brighter colors may be used to convey a positive emotional atmosphere. Different color codes may represent different statuses of the Health Score; for example, a warning color might be used when the Health Score falls below 40 points, whereas a reward color could be used when the score exceeds a certain level.
在動(dòng)畫(huà)的色彩設(shè)計(jì)上使用了鮮艷且對(duì)比度高的顏色來(lái)突出重要信息，例如信封和信紙的出現(xiàn)，以及屏幕上的提示信息，在表現(xiàn)主播們開(kāi)心的場(chǎng)景時(shí)，色彩可能會(huì)更溫暖和明亮，以體現(xiàn)積極正面的情感氛圍。對(duì)于健康分的不同階段，不同的顏色編碼可能被用來(lái)代表不同的狀態(tài)，比如健康分低于40分時(shí)可能使用警告色，而當(dāng)健康分高于一定數(shù)值時(shí)則可能使用獎(jiǎng)勵(lì)色。
Various composition techniques are employed, such as split-screen to display two related scenes simultaneously during the explanation of Health Score rules, which helps convey multiple messages without cluttering the screen. For some scenes, such as when a character enters the screen, panoramic perspectives are used to give viewers a sense of immersion.
在構(gòu)圖上使用了多種構(gòu)圖技巧，例如在介紹健康分規(guī)則時(shí)，使用了分屏技術(shù)來(lái)同時(shí)展示兩個(gè)相關(guān)的場(chǎng)景，這有助于同時(shí)傳達(dá)多條信息而不使畫(huà)面顯得擁擠。在某些場(chǎng)景中，比如女生被帶入屏幕的過(guò)程，構(gòu)圖采用了全景視角，這使得觀(guān)眾能夠看到完整的動(dòng)作流程，并感受到一種沉浸感。
4.CAMERA VOICE DESIGN
The opening shot of the animation employs a rising angle to show a female viewer transitioning from the real world into the virtual livestreaming space. This is followed by a tracking shot revealing many streamers of different ages and professions engaged in livestreaming, emphasizing the diversity and inclusiveness of livestream content. Then, there's a close-up of an envelope unfolding, showing the official implementation date of the new Health Score rules. A pull-back shot is used to illustrate the specifics of the Health Score, leading the viewer, along with the protagonist, into a hierarchical structure formed by various streamers.
在動(dòng)畫(huà)的開(kāi)場(chǎng)鏡頭采用了上搖的手法，展示了一位女性觀(guān)眾從現(xiàn)實(shí)世界進(jìn)入虛擬直播空間的過(guò)程。隨后通過(guò)推進(jìn)鏡頭展現(xiàn)了許多不同年齡和職業(yè)的主播正在直播的畫(huà)面，強(qiáng)調(diào)了直播內(nèi)容的多樣性和包容性。接下來(lái)是信封展開(kāi)的畫(huà)面，通過(guò)近景鏡頭展示了新的健康分規(guī)則的正式實(shí)施日期。在介紹健康分具體內(nèi)容時(shí)，運(yùn)用了后拉鏡頭，讓觀(guān)眾仿佛跟著女主角一起進(jìn)入了由不同主播組成的層級(jí)結(jié)構(gòu)中。
Character line draft and color display contrast effect
角色線(xiàn)稿與上色展示對(duì)比效果
Split-screen techniques are used to present how points can be earned through compliant livestreaming and exams. Finally, a push-in shot introduces the importance of applying for certifications and the maximum achievable Health Score. The animation concludes with a full-screen view, where the interface slides apart to reveal the text "Together, let's record true beauty and build a civilized livestreaming culture," serving as a call-to-action for the audience to participate in fostering a good livestreaming culture.
The line drawing shows the effect separately
線(xiàn)稿圖單獨(dú)展示效果
Comparison of line draft and scene display
線(xiàn)稿與場(chǎng)景展示對(duì)比效果
5.SPECIAL EFFECTS
6.SPECIAL EFFECTS
7.ON SITE
8.HD WALLPAPERS
9.UGLY INTRODUCTION
中國(guó)蕞丑的一家MG動(dòng)畫(huà)公司——（UGLY），專(zhuān)門(mén)服務(wù)國(guó)內(nèi)廣告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作過(guò)程中以耿直、宅心仁厚的特點(diǎn)深受合作伙伴的熱捧及引薦，迅速在業(yè)界打開(kāi)名聲。
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.
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