QQfamily Character Identity Video

1.About QQfamily

QQfamily was developed to represent official QQ cartoon IP(Intellectual Property) brand of  Tencent. QQfamily characters extend the brand image that QQ penguin of Tencent has built. By giving unique look and personality to each character, QQfamily is intended to make a positive impression through stories that characters create. Each character is involved with witty and fun stories of daily life that lead the users feel more closer to the brand and characters. Their dynamic emotional expressions make the brand image more young and friendly as well. QQfamily is not just a static image, but living characters that can be an inspiration for the users to refresh the attitude towards their life.

QQfamily是代表腾讯官方的IP(知识产权)品牌。以QQ企鹅形象为延展，赋予每个形象独特的外观和个性 ，并与丰富故事结合，融入更多社交场景，更具情感化的表达积极、年轻的品牌含义。QQfamily不仅是形象，更代表有趣、赋予变化的生活态度。

2. Overview 

As the guide of QQfamily has been newly defined, we needed a promotion which emphasizes on a brand expansion by making a video which highlights on personalities of characters. That was because imprinting the personalities of characters was the most important and the very first step when we brand the characters. We hope characters to have rich personality having all interesting stories to be delivered to users. We would continue focusing on promotions for the brand identity and brand vitality.

在重新定义了QQfamily的规范之后，我们制作了一条突出角色性格的视频来推进品牌升级，因为角色形象对品牌的意义正在变得愈加重要。我们希望通过有趣的故事使形象触达用户。 在此之后我们也将持续的为品牌注入性格与活力。

3.Goal 

Since it was important for us to capture the identity of each character, we planned to make a full package of short stories. Especially we concentrated on making story out of personality that users can understand through using the daily objects and emotional expressions. By using cartoon style and brand color actively, we tried to make users feel more friendly and approachable to the brand.

为了强化角色的独特性格，我们为每个角色单独定制了故事线。内容主要来自于可以给用户带来共鸣的日常琐事及情感，辅以生动的卡通元素和统一的色彩，我们希望这个片子给人友善和有趣的感觉，增加形象的亲切感。

4.Work Process 

Making a motion graphics roughly insists of three parts. In the pre-production part, the concepts and plans are confirmed. In production part, the needed source works are processed. In the post-production part, which is the last step and the most hard-working part in motion graphics. In this part, movements are added so the graphic can be expressed rhythmically and attractively.

动画制作大体分为三部分。前期做详细的概念策划和分镜设计。中期借助必要的角色素材来进行美术绘制。后期阶段，也是动画制作中至关重要的阶段。需要将静态的设计图动态化，通过恰到好处的节奏感提升片子整体的吸引力。

5.Storyboard 

We had 12seconds for each character under a similar structure and composition of the story frame. The stories are slightly changing while making.

我们在统一的内容框架和故事结构下为每个角色制作了12秒的动画，故事内容在制作时根据情况略有调整。

Dov

Dov does not express emotions with his face well, but has a warm and delicate heart. There are rumors that he is perfecting his Kung-Fu skills to eat even a little more dumplings.

虽然多福的表情设定不能灵活的表达多样的情绪但他有一颗温暖和善良的心。传说他正在学习用功夫吃饺子。

QQ

QQ is an early adapter. He is interested in any trendy genre and only feels satisfied after enjoying and testing it before anyone else.

QQ是一个引领者。他对任何时尚潮流感兴趣，并且乐于尝试。

babyQ

babyQ always makes his friends happy with his positive energy. He may look like a child, but he is extremely smart. He is curious about everything that he always has so many questions.

babyQ总是满怀积极能量，是大家的开心果。虽然他看着像个孩子，但其实他非常聪明。他总是对任何事物保持好奇，总能提出很多问题。

Anko

Anko has a talent in music and has confidence in her voice. So she likes to show off to others. But she feels sad secretly when not be focused to herself.

安子很有音乐天分，对自己的声音也充满信心。她喜欢展示自己，但是一旦被人忽略便会暗自难过。

Oscar

Oscar has confidence in himself. He thinks that he is most handsome boy with all the girls liking him. He cannot handle and watch his pride collapse.

奥斯卡很有自信。他觉得自己是这里最帅的以至于所有的女孩子都应该来爱他。他最不能接受的是自尊心被伤害。

Qana

Qana likes going on adventures for new things. Whether he is happy or angry, his emotions are clearly shown on his face. Camping is more fun when together with his friends.

卡纳喜欢冒险。不论是开心还是生气，情绪都展现在脸上。他最喜欢和朋友一起去露营。

6.Final Video

7.Showcases 

A.Tencent 18th Anniversary Event

B.Mattel VIP show QQfamily Seminar

C.Midea x QQfamily Launching Show

感谢你的阅读，本文由 腾讯ISUX 版权所有，转载时请注明出处，违者必究，谢谢你的合作。

注明出处格式：腾讯ISUX (https://isux.tencent.com/card-design-thinking.html)