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《COACH蔻馳》項目花絮——安戈力文化

箱包奢品| 佳片精選 |產品宣傳片

—Client / 出品方

COACH蔻馳

—Project name & type/項目名稱&類型

《COACH蔻馳》產品攝影+AIGC結合

—Production House / 制作方

UGLY/安戈力

—Production Date/產出時間

2024年10月8日

—Production cycle / 制作周期

65 days

1. BACKGROUND PROJECT

COACH, founded in 1941 in New York, is renowned for its exquisite craftsmanship and unique design concepts. For many years, COACH has always adhered to the principle of "Made in America", and every product embodies the hard work and wisdom of craftsmen. The core value of a brand lies in continuous innovation and breakthroughs, always staying at the forefront of fashion and leading the trend.

COACH，成立于1941年的紐約，以其精湛的手工技藝和獨特的設計理念聞名于世。多年來，COACH始終堅持“美國制造”的原則，每一款產品都凝聚著匠人的心血與智慧。品牌的核心價值在于不斷創新與突破，始終走在時尚前沿，引領潮流趨勢。

The COACH (AIGC) project is a bold attempt to deeply integrate brand and AI technology. The project is centered around AI generated images, which provide rich composition and shooting angle references for later real-life shooting through a large number of AI generated images in the early stage. At the same time, the background part is combined with the actual studio shooting to adjust the color and restore the real shooting environment, ensuring the perfect integration of the product and the background. This innovative model not only improves design efficiency, but also fills the work with a sense of technology and futurism.

本次COACH（AIGC）項目，便是品牌與AI技術深度融合的一次大膽嘗試。項目以AI出圖為核心，通過前期大量的AI生成圖片，產出多種構圖和拍攝角度的包包圖片，為后期的實景拍攝提供了豐富的構圖和拍攝角度參考。同時背景部分結合實際棚拍，進行色彩調整，還原真實拍攝環境，確保產品與背景的完美融合。

2. STORYBOARD

In the early stages of the project, a large number of handbag scene concept maps were generated using AI technology. We explored various display scenarios for handbags, from urban street scenes to natural scenery. Each concept map was a profound interpretation of COACH product aesthetics.These concept maps not only provide valuable references for subsequent real-life shooting, but also lay a solid foundation for the creative development of the entire project.

在項目的初期，利用AI技術生成了大量的手提包場景概念圖，我們探索了多種手提包的展示場景，從都市街景到自然風光，每一張概念圖都是對COACH產品美學的一次深刻解讀。這些概念圖不僅為后續的實景拍攝提供了寶貴的參考，也為整個項目的創意發展奠定了堅實的基礎。

As the project progresses, it has been discovered that AI technology can not only quickly generate design drawings, but also provide accurate guidance for real-life shooting based on the composition and shooting angle of the design drawings. So, in the work of real-life shooting, we combined the concept maps generated by AI with the real shooting environment to create works with a sense of realism.

隨著項目的深入，發現AI技術不僅能夠快速生成設計圖，還能根據設計圖的構圖和拍攝角度，為實景拍攝提供精準的指導。于是，在實景拍攝的工作中，我們將AI生成的概念圖與真實的拍攝環境相結合，創造出了具有真實感的作品。

In the later stage of image editing, 3D technology was cleverly used to present COACH's iconic "C" letter and the square and circular sequins that often appear in celebration elements, as well as the use of gold and silver to correspond to the background, creating a strong festive atmosphere. At the same time, through six basic colors combined with brightness, the background color has been finely adjusted to ensure the unity and coordination of the color scheme, adding a touch of brightness to the warm-up promotion of Double Eleven.

在后期修圖中，巧妙地運用了三維技術，將COACH的標志性“C”字母以及慶祝元素常出現的方形、圓形亮片，以及運用金色和銀色來相對應背景呈現，營造出濃郁的節日氣氛。同時，通過六個基礎顏色，結合明亮程度，對背景顏色進行了精細的調整，確保了色系的統一和協調，為雙十一的預熱宣發增添了一抹亮色。

3. CHARACTER SETTING

The visual content of this COACH (AIGC) project will mainly be distributed on two major platforms: WeChat Moments and Xiaohongshu. WeChat Moments, as an important platform for private domain traffic, has strong user stickiness and fast dissemination speed, making it an ideal platform to showcase brand tone and enhance user interaction. And Xiaohongshu is known for its young and fashionable user base and rich UGC content, making it an excellent choice for promoting fashionable new products and trends.

本次COACH（AIGC）項目的視覺內容，將主要在微信朋友圈和小紅書兩大平臺進行投放。微信朋友圈作為私域流量的重要陣地，其用戶粘性強、傳播速度快，是展示品牌調性和提升用戶互動的理想平臺。而小紅書則以其年輕、時尚的用戶群體和豐富的UGC內容著稱，是推廣時尚新品和潮流趨勢的絕佳選擇。

In order to ensure that visual content can attract users' attention and increase click through rates, the team fully considers the preferences and aesthetic trends of the target users in the design and production process. By using concise and lively color combinations, creative compositions, and highly infectious atmosphere, we ensure that the entire visual content is consistent with the tone of the COACH brand, while also maintaining innovation and fun.

為了確保視覺內容能夠吸引用戶的注意力并提高點擊量，團隊在設計和制作過程中，充分考慮了目標用戶的喜好和審美趨勢。通過運用簡潔明快的色彩搭配、富有創意的構圖以及極具感染力的氛圍營造，確保整個視覺內容與COACH品牌的調性保持一致，同時又不失創新和趣味性。

In terms of visual design, the COACH (AIGC) project fully showcases the brand's tone. The overall style retains COACH's classic elements. For example, three women's handbags of different colors and styles are placed on a blue gradient background, with the background color gradually transitioning from light blue at the top to dark blue at the bottom, creating an elegant and mysterious feeling. The "C" shaped object above the handbag is floating in the air, adding a touch of liveliness and vitality to the entire scene

在視覺設計上，COACH（AIGC）項目充分展現了品牌的調性。整體風格保留了COACH的經典元素。比如：三個不同顏色和款式的女士手提包被放置在一個藍色漸變背景上，背景的顏色從頂部的淡藍色逐漸過渡到底部的深藍色，營造出一種優雅而神秘的感覺。手提包上方的“C”字母形狀物體正在空中飄落，為整個場景增添了幾分靈動和活力。

4. CAMERA VOICE DESIGN

In terms of camera language, the COACH (AIGC) project has also demonstrated extremely high expressiveness. By using different shooting angles and composition methods, every detail of the bag is displayed comprehensively. Close up shots capture the delicate texture of leather, while distant shots showcase the smooth overall shape.

在鏡頭語言上，COACH（AIGC）項目也展現出了極高的表現力。通過運用不同的拍攝角度和構圖方式，全方位展示包包的每一個細節。特寫鏡頭捕捉皮質紋理的細膩，遠景鏡頭展現整體造型的流暢。

In terms of color matching, light and shadow processing, and the use of cold and warm contrast to enhance the sense of hierarchy in the picture. In terms of composition, a combination of symmetry and asymmetry is used to break conventions and make the work more vivid and three-dimensional. Especially the use of gold and silver ribbons not only highlights the festive atmosphere, but also creates a sharp contrast with the colors of the handbag, enhancing the visual impact.

色彩搭配方面、光影處理以及運用冷暖對比，增強畫面的層次感。構圖上，采用對稱與非對稱相結合的方式，打破常規，使得作品更加生動、立體。特別是金色和銀色彩帶的運用，不僅突出了節日的氣氛，還與手提包的色彩形成了鮮明的對比，增強了視覺沖擊力。

COACH has teamed up with AIGC to integrate AI technology with traditional photography art, not only creating a series of stunning visual works, but also making full preparations in advance for the upcoming Double Eleven shopping carnival. Whether it is the visual content on WeChat Moments or Xiaohongshu platform, it fully demonstrates COACH brand's unremitting pursuit of fashion. These exquisite pictures are not only a profound interpretation of COACH brand spirit, but also an infinite longing for a better life. Looking forward to your attention and support, let's welcome this shopping feast full of surprises and innovations together!

COACH攜手AIGC，通過AI技術與傳統攝影藝術的融合，不僅創造出了一系列令人驚艷的視覺作品，更為即將到來的雙十一購物狂歡節提前做好了充分準備。無論是微信朋友圈還是小紅書平臺上的視覺內容，都充分展現了COACH品牌對時尚的不懈追求，這些精美的圖片不僅是對COACH品牌精神的一次深刻詮釋，也是對美好生活的無限向往。期待您的關注和支持，一起迎接這場充滿驚喜與創新的購物盛宴！

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /編劇&策劃

LIJUAN ZHUANG

—CONCEPTION /元素設計

JIAN LI

—SCENE TEACHER /場景師

JIAN LI / KAIZHAN ZHU

—COLOR SETTING /色定

WUBAISHIJUE

—DIRECTOR /導演

SHUIZHI YIN

—PRODUCTION /制片

LIJUAN ZHUANG / YUXIN LIU

—PHOTOGRAPHER /攝影師

WUBAISHIJUE

9. UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（UGLY），專門服務國內廣告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作過程中以耿直、宅心仁厚的特點深受合作伙伴的熱捧及引薦，迅速在業界打開名聲。

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.

自2014年成立至今，（上海、廈門）擁有在職技術性專業人才97位，全國居家辦公370多位；運用AE、C4D、逐幀、代碼等高技術手段制作前沿風格MG動畫作品，服務1148個項目準時交付率高達92.9%，每月可以同步進行近 50 條MG動畫生產線，服務的品牌項目既有眾多耳熟能詳的大品牌也有初創及小眾品牌，屬于名副其實的動畫代理源頭廠家。

Since its establishment in 2014, UGLY (In Shanghai and Xiamen) has 97 in-service technical professionals and more than 370 domestic office workers nationwide; Using high-tech means such as AE, C4D, frame-by-frame code and other high-tech methods to produce cutting-edge style MG animation works .The on-time delivery rate of more than 1148 projects has reached 92.9%, and nearly 50 MG Motion Graphics production lines can be synchronized every month. The brand projects served include many well-known brands as well as start-ups and niche brands, which are worthy of the name of the animation agency source manufacturer.

取名于英文單詞UGLY（丑英譯），公司Slogan“丑從未如此藝術”，現業界的評價：MG動畫=安戈力，安戈力=MG動畫，已形成行業符號，提到國內MG動畫基地，你會想起安戈力。

UGLY is named after the English word UGLY (Ugly English translation). The company Slogan "Ugly has never been so artistic". Now the industry's evaluation: MG animation=UGLY, UGLY=MG animation, has formed an industry symbol. When you mention the domestic MG animation base, you will think of UGLY.

?UGLY安戈力

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