Original title: Across the Millennium! When ice and snow sports and Dunhuang flying "dream in the same frame"...
Xinhuanet's first XR creative video cross-border breaking circle behind the "fusion media innovation tactics"
There is no doubt that the major media 2022 opening drama is centered on the Beijing Winter Olympics.
How to use creative inspiration to differentiate expressions? How to use new technologies to serve content products? How to enhance the aesthetic experience of the product through details? How to use 1+1>2 cross-border linkage to expand the audience group?
After more than 20 days of hard work, the "XR Creative Video | Ice and Snow Screen" produced by the creative team of Xinhua Xinhua Media Creative Workshop for the Winter Olympics answered these 4 questions with more than 280 million network-wide visits.
Answer 1: Break the habitual thinking, and the good deeds have no traces
Starting from the 100 days countdown to the Winter Olympics, everyone in the team closely followed the traces of all related media products, and after inductive analysis, the team members found that the creative videos including the official promotional video of the Beijing 2022 Winter Olympics and the creative video created by our team, including "The Covenant of Ice and Snow, China's Invitation to | the Courage to Catch Up", most of the core demands expressed were mainly to express the beauty of ice and snow, sports passion, courage to challenge and love nature. However, differentiated expression is a hard indicator of "thunder and lightning" that the team jointly identified.
In the early planning stage, the team dismantled the characteristics of ice and snow sports one by one, and found that the coordination and beauty of the cool movements of ice and snow sports have a certain degree of similarity with dance, but the combination method that is only superficial is ultimately just a soulless painting skin. What to do?
When the team took a far-reaching vision, the dissemination and collision of Eastern and Western cultures, the electric light and flint stimulated the team's unlimited creative sparks - the team found a Dunhuang Dance that can simultaneously carry the spread and collision of Eastern and Western cultures for thousands of years, and integrate with ice and snow sports in visual expression. On the one hand, Dunhuang culture and olympic sports can show the beauty of the fusion of the essence of world culture; on the other hand, flying and ice and snow sports show the same aerial skills. As a result, "dance together", "fusion" and "inheritance" were identified as creative keywords.
With cultural connotation as a support, the spiritual core of the product is rich and bright. If the creative product is a customized handicraft, then the spiritual core is the creative concept, the height of the concept determines the value positioning far beyond the consumables, and then carefully polished, in order to create a fine product.
It's hard to get started, but the team firmly believes that content is always the golden key to resonating and impressing audiences. "Xinhuanet Fusion Media Innovation Tactics" has a cloud: constantly subverting yourself and being good at thinking about problems from different angles may be the only way to the seemingly rutless path to creative inspiration.
Answer 2: Achieve self-iteration and continuous innovation
Production cycle, cost, texture, has always been a problem for creators to weigh repeatedly. Under the established policy of pursuing high-quality fusion media products, real shooting is a must. So, the crew's brigade was dragged into the snow and ice? With limited time and staff, the team carefully evaluated and decided that all shooting was done in the studio of Xinhua Media Creative Factory.
XR (Extended Reality Technology), as the ultimate form of ar, VR, and MR integration, will gradually enter the vision of domestic media people from 2020. When the industry realized that new technologies would definitely bring about industry changes, Xinhua Media Creative Factory has begun to deploy a strategy to enter XR. Based on the existing MR studio technology solution in the workshop, through the introduction of mo-sys tracking technology and the extended reality solution of Unreal Unreal Engine, iterates quickly into the XR integrated display mode, becoming a rare XR application site in domestic media. What the creative team wanted this time was to reflect the integration of ice and snow sports and Dunhuang dance, and XR was the best choice to achieve integration in the same venue.
As Xinhuanet's first XR creative work, the team strives to tap the potential of this technical process. UE Engine Real-Time Rendering allows the shooting team and actors to see the real-life virtual scenes, revolutionizing the way creative is created and making the impossible possible. For example, Dunhuang dancers dance in the main scene of Dunhuang style, the director can adjust and guide the actor's movements in real time according to the scene scene; the actor can be placed in the scene atmosphere, and make a performance in place with direction; the lighting engineer can intuitively create a matching light according to the scene environment, and use the lighting CNC to adjust the color temperature, match the ambient light emitted by the real-time rendered image picture itself, so that the actor and the virtual scene are perfectly integrated. There are even some mirror animations that can be produced and modified on-site to help the team maximize their creativity. The application of infinite expansion technology makes the stage no longer limited to the range of large screens on all four sides, and seamlessly expands into an infinite space of 360 degrees, with long-distance shooting and wide-angle lenses, which can fully reflect the grand virtual scene.
At the same time, the team also used the workshop's own Hollywood movie ace shooting artifact MOCO equipment and the XR virtual system for "dream" linkage. On the set, MOCO accurately shoots in accordance with the set motion trajectory, the camera shoots each frame of the location is completely controllable, and its own camera space data is transmitted to the XR virtual system in real time, realizing the perfect integration of the real camera and the virtual camera, providing a stable data guarantee for the synthesis of the real picture and the XR extended picture, so that the team has obtained a sense of control that is only available in animation creation, which greatly improves the shooting efficiency and creative picture presentation of XR.
It can be said that the help of XR and MOCO allowed the team to see for themselves what is "what you think is what you get". "Xinhua network media innovation tactics" and clouds: science and technology is always the food and grass on the road of media product creativity, and it is better to follow the development and rush ahead.
Answer 3: The details determine success or failure, and the world's great works are in detail
Adhering to the standard of "every frame is worthy of the desktop", the team's control of details is almost to the point of "nitpicking".
In terms of visual effects and art, the team designed a total of 7 XR scenes according to the two themes of Dunhuang and Ice and Snow, including two main scenes (Dunhuang and one iceberg), two cave scenes, two circular stage scenes (sand table and one ice plate), and one ice and snow track. Each customized scene has undergone a repeated polishing process of concept setting, production, testing, modification and fine-tuning according to creative needs, so as to create the atmosphere of Dunhuang culture and ice and snow sports.
In order to ensure a smooth connection between Dunhuang Dance and ice and snow sports, the team consulted a large number of video materials on ice and snow sports. As the creative script continued to refine, the director communicated creative ideas and details with Dunhuang dancers and Weiya actors over and over again. As a result, the team designed a number of similar movements of Dunhuang dance and ice and snow sports, and prepared a detailed storyboard and movement library, so that the two can complete a coherent and integrated thousand-light dance through editing.
In terms of fuhua road, the team adopted a film-and-television-level combing process and body painting, with customized costumes, which set off the charm of Dunhuang dance and ice and snow sports; the snow of the 33rd second of the video "Hui Yong Jianxing" is artificial snow made of sodium polyacrylate snow powder and PVC simulation snowflakes; 1 minute and 17 seconds of "King Kong Lux" Yang's sand, from the Kubuqi Desert.
Full of the beauty of detail, overflowing the screen.
More than one netizen praised the subtitle design by name. It was the team based on the seal book, specially designed for the product of the exclusive font, after several attempts, to determine the text of the horizontal and width ratio, thickness and color matching, for the product to add a bit of ancient charm.
It can be seen from this that the trick of "details determine success or failure, and the world's great work is in detail" is worth every media person's key point in the "Fusion Media Innovation Tactics"!
Answer 4: Only by breaking the circle across borders can we share the United States
After determining the creative idea, the team decided to boldly cross the border!
First, in order to express the original Dunhuang culture and Dunhuang dance, the team joined hands with the Dunhuang Research Institute and the Gansu Provincial Song and Dance Theater to dunhuang caves, scattered flowers and flying sky, king kong lux, tiangong trick music, miaoyin god bird... Carefully polished out the Dunhuang mood that makes netizens even call "immersive".
Second, the team decided to use the TVC shooting mode to produce this blockbuster creative product across borders, and each aspect of the filming strived to present the most professional level. In post-production, the team made extensive use of the editing and color grading techniques popular in the current advertising films to maximize the viewing quality of the product.
Third, the soundtrack of "Ice and Snow" is a highlight of this crossover. In order to reflect the "dance together", "fusion" and "inheritance", the team divided the 2-minute film into 6 paragraphs with emotional ups and downs: the opening - mysterious and feminine; the first paragraph - brave and gathering momentum; the second paragraph - dancing in the air, collision; the third paragraph - meditation, ethereal; the fourth paragraph - firm, rushing; the ending - fusion, eternity. When the creative staff sent the concise and powerful copy to the project group, everyone immediately felt that the "inner taste" was enough, just like a lyric. So the team immediately turned on "music mode" and looked for a good sound that suited the tonality of the product. After several rounds of discussion, the team locked up @Flulutsu FlortShow. Their works are delicately choreographed, with a youthful power to describe the infinite possibilities of the world with music. After repeated communication and modification by both sides, as soon as the original song "Ice and Snow Screen" sounded, the team was determined, and this soundtrack was enough to drive and lead the direction of the audience's emotions and become a plus point for the product.
How big the surprise brought by cross-border to the creativity can be seen from the comments of netizens: "The stroke of God!" When Dunhuang Dance meets ice and snow sports! "Songwriter Song magic" "Universal harmony, transmission of thousands of years, cultural self-confidence, cultural self-improvement!" "All this is too dreamy" "This video launched by Xinhua Net today is ingenious, combining classical dance and the Winter Olympics without a trace. The painting style is clear and strange, and this year's Spring Festival Gala landscape Tai Chi "Walking Clouds and Flowing Water" has a bit of a sister meaning, and the atmosphere exudes in the great beauty, pushing China to the world again. ”
Audiences who like traditional Chinese culture, music, and ice and snow sports have all been attracted to it, and "beauty and coexistence" have become a reality.
The day before the opening of the Beijing Winter Olympics, the Chinese, English and French versions of XR Creative Video | Ice and Snow Screen" were released simultaneously. Products immediately in WeChat, Weibo, B station, vibrato, Kuaishou, video number and other ports quickly fermented, a time the whole network top push, Tencent news plug-in recommendation, on Weibo rushed to hot search, B station pop-up window and hot recommendation, today's headlines, Tencent, Baidu, Sina, Phoenix, surging news and other platforms focus on display, major university social accounts have forwarded. The rapid breakthrough of 280 million visits to the whole network confirms the crucial move in the "Fusion Media Innovation Tactics" - good at cross-border and breaking the circle.
Conclusion: Media people who are not brave enough to be pioneers are not good warriors!
The success of this "Millennium Covenant" marks the first shot of the XR strategy of Xinhua Media Creative Workshop, with the clarification of the entire production process, the XR series products of the workshop will quickly enter the normalized production stage in multiple application scenarios such as theme reporting, creative video, offline activities, and online live broadcasting.
The future has come, and media innovation is a protracted battle with science and technology as the weapon. Media people who are not brave enough to be pioneers are not good warriors!
Avenue to Jane, rush! (Reporters Ma Yiqun, Yang Aiai, Wei Wenbin)
Source: Xinhua Daily Telegraph