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把12种情绪带入角色!你pick那一种呢?

自译外文 分类: 经验/观点 版权: 原作者: cabezapatata工作室
6741 97 123 22
2019-07-14
48.7
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Cabeza Patata创意工作室是由Katie Menzies和Abel Reverter创立的,主要项目是插画和动画等!

今天就让我们来欣赏一下他们最近为spotify的活动所制作的视觉吧!


We were commissioned by Spotify for their 2019 Premium Campaign in which we worked closely with their creative team to develop a series of 11 videos and 25 illustrations on the theme of ever-changing moods and the ability of music to help shape and change our feelings.

(大意)我们受Spotify委托对他们的2019 Premium活动进行创意,因此我们与他们的创意团队密切合作,开发了一系列的11个视频和25幅插画,主题是展现音乐可以带给人心情和感受的变化。


Our first challenge was creating a character which would work in Spotify's 72 markets and not isolate any of the audience. We went through various iterations of clothing and style to create an easily-identifiable, modern, gender-neutral character with no specific age or race.

(大意)我们的第一个挑战就是如何创造一个角色,既要在Spotify的全球72个市场里都能适用,还不能有孤立任何听众的情况。因此我们经过了多次的在角色服装和造型风格上的各种迭代,创造出了一个易于识别的,现代的,时尚的性格中立的角色,没有特定的年龄和种族。但识别度却是颇高!


We then focussed on the 12 moods we wished to portray, from positive and full of energy to more sombre and subtle videos.

(大意)然后,我们把注意力集中在我们想要表达的12种情绪上,从积极向上、充满活力的情绪,到更加忧郁和微妙的视频。


For this 'Optimistic' character we wanted a more refined and elegant clothing style to contrast with the energetic, childlike animation.

(大意)对于这个“乐观”的角色,我们想要一种更精致优雅的服装风格来与充满活力、孩子气的动画形成对比

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We decided that the character should be jumping over non-specific forms in an abstract world to keep the focus on the mood. As well as playing with the contrast between realistic and graphical elements, using more  representational forms allows us to keep the setting open to any audience and create a dream-like world that everyone can identify with.

(大意)我们认为角色应该跳过抽象世界中的非特定形式,以保持对情绪的关注。除了利用现实和图形元素之间的对比,使用更具代表性的形式可以让我们保持对任何听众开放的设置,并创建一个人人都能认同的梦幻世界。

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Each time the character jumps they use a different pose to keep the energy high and the audience guessing.

(大意)每次角色跳跃时,他们都使用不同的姿势来保持活力,让观众猜测。

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Our 'Happy' character represents the feeling you get when listening to uninterrupted music - the feeling of taking off like a rocket.

(大意)我们的“快乐”角色,则展现了专心不间断听音乐时,那种快活得要乘坐火箭上天的感受。

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As ever we wanted to find a balance between the realistic elements of the smoke and detailed clothing, and the stylised character. We enhanced this contrast by introducing animated shapes both in the clothing and within the smoke. This made the entire video feel more graphical and almost comic-book like, rather than looking too technical.

(大意)一如既往,我们希望在烟雾、服装的逼真元素下和风格化的人物之间找到一种平衡点。我们通过在衣服和烟雾中加入一些动态的形状来增强这种对比感。这使得整个视频的感觉更图形化,让整体带来像漫画一样的观感,而不是看起来很有技术性。

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To represent the feeling of excitement and energy you get listening to music we created a shining character you might imagine dancing around their bedroom and feeling the power of the music.
(大意)为了代表你在听音乐时所感受到的兴奋和活力,我们创造了一个闪闪发光的人物角色,你可以想象下他们在卧室里跳舞蹦迪,感受音乐的力量。是否和你一样呢?Image titleWe chose two key poses for the stills to convey the confidence and the intensity of this dance.
(大意)我们选择了两个关键的姿势来传达这种舞蹈的自信和强度。Image titleImage titleAs well as getting energy from the movement and light, we created a custom pattern for the character's clothing and an animation equally bursting with life.
(大意)除了从动作和光线中获得能量,我们还为角色的服装动画创建了一个自定义图案,同样充满了活力。Image titleImage titleIn this video our character is lifted up and made weightless by the music. At first they are surprised but soon they relax again back into the rhythm.
(大意)在这段视频中,我们的角色被音乐托起,变得失重。一开始小人还有点惊讶于这种失重的感受,但马上便开始全身心放松,投入到最初的节奏中。Image titleImage titleImage titleWe made many variations in the clothing to get the right level of detail and realism. The subtlety of the pattern animation adds another layer to the final result, with our character floating in the air totally relaxed by their tunes. 
(大意)我们在服装上做了许多变化,以获得更多的细节和达到逼真的效果。图案动画的微妙之处为最终的效果增加了一个层次,我们的角色漂浮在空中,使其完全被他们的曲调所放松。Image title
Here our character is experiencing the joy of skipping between styles of music with different clothing and dancing for each.
(大意)在这里,我们的角色正穿着各种不同的服装在音乐下愉快的跳着舞蹈。体验着这种不同风格之间的乐趣。
Image titleImage titleImage titleThe clothing is uniquely made for each style - pop, rock, country and hip hop - and allows our character to express themself in their crazy dancing.
(大意)这些服装是针对每种风格(流行,摇滚,乡村和嘻哈)而量身定做的,并且让我们的角色在疯狂的舞蹈中表达自己。Image titleImage titleSome of the moods touch on the softer side of listening to music. In this more sentimental video we see our character mournfully moving to the music and almost revelling in their emotions.
(大意)有些音乐触及的是人内心柔软的一面,在这段多愁善感的视频中,我们看到了我们的角色悲伤地随着音乐蜷曲到毛茸茸的被子里,几乎陶醉在了他们的情感中。

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Towards the end of the video, the character starts to change colour to blend in with the blanket and disappear into it. We wanted to create a really tactile scene, with the fluffy blanket andpyjamas, and a feeling we can all identify with.

(大意)在视频结束时,角色开始改变颜色以与毯子融为一体并消失在其中。 我们想创造一个真正的有同样感触的场景,于是使用了毛绒毯子和睡衣,这样我们就都能感受到这种感觉。Image title

Here our character is dancing from dawn to dusk, their movements getting more exaggerated as night falls and they start to glow in the dark. 
(大意)在这里,我们的角色从黎明到黄昏都在跳舞,当夜幕降临时,它们的动作变得更加夸张,它们在黑暗中开始发光。Image titleImage titleImage titleThe feeling of being in love was an essential mood for the campaign and we wanted the animation to reflect the cheesiness of the emotion, whilst keeping the character's modern, cool clothing.
(大意)恋爱的感觉是这场广告的一种基本氛围,我们希望动画能够反映出真实的情感,同时又能保持角色服装的现代感,时尚感。Image title

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The t-shirt looks like it as a modern, abstract pattern but it is subtly full of hearts which we see only briefly in animation.

(大意)T恤看起来是一个很现代的抽象图案,但在短暂的动画里面我们还是能看见是不少的爱心组成的抽象图案。Image title

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We wanted to introduce the feeling of anger or frustration while keeping the video light-hearted and relatable. We decided that a comical, exaggerated animation in which the character even sets on fire would successfully convey the humorous angle we wanted. 
(大意)我们想要在保持视频轻松和有共鸣的同时,引入愤怒或沮丧的感觉。我们决定用幽默夸张的手法来传递这个想法,甚至我还想让人物头顶着火冒,这样就更能传递我的想法了。Image title

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The colour palette changes when the character relaxes, with the setting and character itself turning blue and floating as if above a clear lake.

(大意)当音乐降临角色放松时,主色调就会发生变化,背景和角色本身会变成蓝色并漂浮在清澈的湖面上。Image title

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Towards the end of the campaign we wanted to increase the energy and excitement again so created a bright and bold animation of the character constantly changing colour while dancing.

(大意)在活动接近尾声时,我们想再次增加活力和兴奋感,从而创造出一个明亮而又大胆的动画角色,他们会随着舞蹈音乐节奏的变化而变化自身的颜色。Image title

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We added effects as accents to some of the character's moves, as though the character is affecting their surrounding and their joy is spilling out into it.

(大意)我们为角色添加了一些特效,这些特效做为节奏的重音表现出了角色们正在影响着他们周围的奇妙氛围,而他们的喜悦也都溢出来了。Image title

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The final video in the series playfully reminds the audience that the campaign is running out soon and it's their last chance to sign up. We decided to reflect this feeling of trying to grab hold of something and never quite catching it.

(大意)这个系列的最后一个视频有趣地提醒观众,活动即将结束,请一定要抓住这最后一次次机会来看看这个活动啊。所以我们决定反应出这样一种感觉:就是试图去抓住某样东西,但是从来也没有完全的抓住TA的感觉。Image title

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Even as the character's movements get more exaggerated the headphones always manage to slip away and the cycle continues. 

(大意)即使角色的动作变得更加夸张,耳机也总是会设法溜走,而这种持续不断的一连贯动作把这种急切和想要拥有什么东西的感受表现的很出奇。Image title

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