作为国内最大的电商企业之一，京东为其国庆营销拍摄一部宣传片，以此来体现出京东为国内众多产品提供广阔的销售平台。

JD.COM which is one of the largest Chinese e-commerce company wanted a promotional film for its National Day marketing to depict the wide range of domestic products available on their extensive platform.

本片由VHQ承制，由获誉无数的马来西亚导演Michael Wong执导，动画及视效由VHQ视效总监刘杰监督。在故事板艺术家、艺术总监、模型师、动画师、特效师、绑定师、灯光艺术家、视效总监及合成师们的共同努力下，用时一个半月完成。

This advertising commercial project was undertaken and produced by VHQ, directed by award-winning Malaysian film director Michael Wong, with animation and visual effects supervised by VHQ VFX supervisor Liujie. It took nearly 1.5 months from start to finish with the common efforts of storyboard artists, art director, modelers, animators, special effects artists, riggers, lighting artists, VFX supervisor and compositors.

先来波儿分镜图和概念草图给大家开开眼~~~

JD'The King of All Things'分镜图 Part1

JD 'The King of All Things'分镜图 Part2

JD'The King of All Things'概念草图 Part1

JD'The King of All Things'概念草图 Part2

这是一部三维动画片，该片将京东吉祥物Joy巧妙地与一场视觉旅行相结合，展现出中华大地之丰饶，各种国货好物的繁盛，Joy被各种神奇景观吸引——突显出“京东万物国度”的梦幻奇景。

A fully 3D animation, this charming spot combines vividly animated ‘Joy’ the mascot character with a spectacular visual journey to illustrate the prosperity of the great land; thriving with fantastic domestic products and Joy's fascination with all these magical landscapes – underscoring the ‘JD Kingdom of All Things’ concept.
接下来，让我们跟随Joy一起踏上前往“京东万物国度”的奇幻之旅吧！Let Joy takes you on a wonderful journey to 'JD the Kingdom of All Things'!

VHQ Team 制作历程分享

Experience Sharing of VHQ Team

制作环节：前期沟通脚本 —  2D分镜 — 2D概念图设计 — 三维模型制作 — 镜头预演 — 剪辑 — 三维动画 — 场景特效 — 动力学解算 — 灯光 — 渲染 — Flame合成 

Pipeline: script communication on pre-production-2D storyboard-2D concept design-3D modeling-previs-editing-3Danimation-scene special effects-dynamic simulation-lighting-rendering- Flame compositing.

首先我们与导演、制作公司和客户对脚本进行了细致的探讨，包括镜头走动、画面构图等细节的构想，并用整理好的三维模型进行动画预演。在镜头调整的同时，对画面的表现风格与表现形式进行设计与制作。

First of all, we discussed with the director，production house and clients for the details of script, including the camera movement, image composition, and etc., and prepared models for animation previs. In the adjustment of lens, the image style and performance were redesigned and produced as well.

 本片在短短一分钟时长内涵盖了五大类型三维场景：摩登新世界、中国美食城、山地旅居城、质造大都会、未来科技城。这五大类型场景及片子结尾“京东万物国度”的制作难度都是本次主要攻克的重点，其特殊性和三维模型数量在制作上都是具有非常大的挑战，所以我们在前期做了大量的设计图和线稿，以便制作三维场景、模型、灯光和渲染的同事做参考。

This film was specially made for Domestic Goods Festival of JD.COM, in just 1 minute length, it included 5 different 3D scenes: modern new world, China food town, mountainous residence city,metropolis of quality goods, futuristic high-tech city. The five types of scenes and the ending of ‘JD Kingdom of all things’ were the main difficulties to be tackled, its specialty and large quantity of 3D models on production were great challenges, so we created a number of design and sketches for the references of 3D scene, modeling, lighting and rendering.

本片中所有的镜头都不是生活中常见的场景，比如我们的美食区：鱼儿在水中欢快游动的河水、JOY划船的树叶、河上漂浮的棉花糖、盘子里各种鲜活的海产品、河边菜花做成的大树、水果组成的灌木丛，远处的火锅变成了火山。这样由各类商品组成的场景能让人看上去有眼前一亮的感觉，这也是本片的亮点之一。

All shots in this film were rarely seen in real life, such as in our food zone: the river fish swam in, leaf boat JOY sit on ,cotton candies floating on the river, all kinds of fresh seafood on the plates, big trees made of cauliflowers, fruit bushes, hotpot transformed into volcano. All scenes formed of different kinds of goods are the highlights of this film.

最后，VHQ感谢代理商和客户给我们这次制作高品质作品的机会，感谢Michael导演及视效总监刘杰精彩的剧本和对画面效果精益求精的要求，以及所有参与并协力合作本次项目的Artists！

At last, VHQ would like to thank the distinguished agency and clients for giving us this opportunity to produce such a high-quality work, to the director Michael and VFX supervisor Liujie for this exquisite script and pursuit of excellence and to all the VHQ Artists participated and supported the production of this film.

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