【Opening Remarks】
On April 16, the Digital Silk Road Development Forum of the World Internet Conference will be held in Xi'an.
Hosted by the World Internet Conference and undertaken by the Shaanxi Provincial People's Government, the forum will focus on three topics: "Digital Interconnection and Building the Silk Road", "Silk Road E-commerce International Cooperation" and "Digital Village and Sustainable Development". From now on, Huashang Daily Gale News and the National Communication Center will launch a series of reports to comprehensively show the highlights and achievements of Shaanxi's digital economy development.
Chen Jun, born in the 80s, is a native of Xianyang, and he is also the general manager of Shaanxi Zhizai Animation Design Co., Ltd. "Glory of Kings", "Rock Kingdom", "Dark Zone Breakout", "PlayerUnknown's Battlegrounds" and other well-known game works, many of which CG animations were created by this young team.
Chen Jun, general manager of Shaanxi Zhizai Animation Design Co., Ltd
Out of love
He started to do game CG when he didn't have a game animation industry
From the first time he saw the promotional CG of the game, Chen Jun was "shocked" and his soul was greatly inspired. More than ten years ago, there was no major in game animation in China, so he taught himself out of his hobby, and his work also transferred to the game animation industry. After graduating from Xi'an in 2008, Chen Jun did a lot of works to try, and in 2009, he went to Beijing to develop a game company, and took root in the idea that he wanted to do this industry.
In 2011, Chen Jun returned to Xi'an, "I have always loved CG animation since I was in college, although I didn't study this major, but I have always been engaged in this kind of work, and I have been in contact with this industry since I was in school. I've been wondering if we can spin off our game products. "In 2014, with the rise of mobile games and the explosion of users, the game industry was gaining momentum at that time, and it was also to see the future development prospects, Chen Jun established Shaanxi Zhizai Animation Design Co., Ltd. "There are a lot of talents in Xi'an as a whole, because there are many colleges and universities, and there are many art colleges, so it will be faster to absorb talents. "The company has now grown to more than 50 people, and everyone is brought together through their love for games and film and television, and the whole is dominated by the post-90s and post-00s.
Shaanxi Zhizai Animation Design Co., Ltd. has grown to more than 50 people
When I first started my business, it was very hard, and there was no game animation company in Xi'an at that time, "I wanted to do this again, so I could only talk about it with my work." The most important thing in this industry is accumulation, and we hope that players can have a voice of praise after seeing the promotional video we have made based on the game, which is what we have been pursuing. Chen Jun bluntly said that game animation is a very volatile industry, and if you don't make progress, you are regressing, so you must always learn new things. After 2016, large-scale 3D games were similar to those on mobile phones and computers, and they could run around from a free perspective.
On April 7, Chen Jun demonstrated to reporters that before doing animation now, some actors and classmates simulated the game screen, performed motion capture through live performances, and grabbed action data on the computer, so that the animation could be directly moved into the film production process.
CG animation is a part of the digital economy
New technologies are both opportunities and challenges
"CG is a broad concept, refers to computer graphics, images, and CG animation in a narrow sense is actually 3D animation generated by computers," Chen Jun introduced, the so-called game CG animation, refers to the production of scene characters or plot-related dynamic pictures in the game with the support of CG technology, with the ability to explain the game background, introduce the characteristics of the game, It is an important attribute to construct the world view of the game and increase the player's sense of identity, which is generally used in game promotion and in the process of connecting the story plot, which plays a sublimating role in the detailed description and plot of the game. In addition to games, exhibitions and tourism projects are also being done.
The birth of a game,In fact, it is a relatively long link,From the screenwriter、Director、Model making、Lighting、Rendering、Post-special effects, etc.,CG animation is actually a 3D animation based on the content of the game,"To put it bluntly,It can be understood as a promotional video for the game,But the role is not limited to promotional films。 The game is driven by the program, and the CG animation is to refine and do some sublimation of the plot. ”
With the rapid development of the digital economy, the digital content industry, represented by the game industry, is becoming a huge driving force for the development of the digital economy. The technological, cultural, empowering, and integrated value of the game industry is not only conducive to the healthy development of the game industry itself, but also conducive to promoting the development of the digital economy. "Animation is a visual carrier, which allows people to intuitively see what they want to express, and it is itself produced by digital technology. I think it belongs to the middle of the digital economy, and animation itself can intuitively produce economic benefits, such as 3D animation in theaters. Chen Jun said that animation is understood as a process of visualization, and the content is presented through animation.
The animation industry is related to the country's macroeconomic policies, "In the past few years, animation has developed benignly. With the development of the times, all walks of life now need this kind of visual content support and presentation. Chen Jun said that when he first entered the industry, there were relatively few employees, and the animation industry has been developing over the years. In the early years, the technology was relatively backward, subject to computer hardware, etc., after 2010, the development was relatively fast, and when domestic films and cartoons began to rise, the animation industry was in a stage of rapid development. "When new technologies change, or when new products appear, it's an opportunity and a big challenge for us. ”
Huashang Daily Gale News, National Communication Center reporter She Xin editor Dong Lin