忠泰集團是臺北人熟悉的建設品牌,無論是忠泰美術館或新富町文化市場的經營及企劃,近十多年持續於建築、藝術領域發酵。集團副董事長李彥良分享個人觀察,「台北是個有自己個性與節奏的城市,對新鮮事物的好奇心與接受度都相當高,這成就了忠泰一路以來的發展。我們對城市的想像不只是眼前所見到的,更要往『A Better Tomorrow』去發想。」因此,Bito 在忠泰品牌屆滿 35 年之際,以「一個平行於台北的明日之城」概念作為這次動畫創作的故事主軸,藉由影像傳遞品牌美學及價值。
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Bito 為忠泰集團設計全新品牌形象動畫「三五成群,破浪前行」。(Photo Credit:忠泰集團)
Bito 為品牌設計人物形象「忠泰人」
因應品牌 35 週年主題「三五成群,破浪前行」,Bito 設計出一個個小白人形象,他們不分性別,沒有特定表情,極簡流線的身體,微微反射著富未來感的炫光,手部造型宛如魔術師之手,象徵品牌成員「忠泰人」。
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忠泰人初登場分鏡設計草稿(Photo Credit:忠泰集團)
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忠泰人初登場分鏡設計草稿(Photo Credit:忠泰集團)
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忠泰人角色設計概念草稿(Photo Credit:忠泰集團)
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「平行於台北的明日之城」概念草稿(Photo Credit:忠泰集團)
人物的個性表現上,不以對白呈現,反而選擇用動作來表達意念,是創造力與行動力特別充沛的靈活角色。故事線發展以「三五成群」向右奔跑前進,執行不同任務,而這些任務關卡分別代表忠泰旗下八個主要的發展領域:藝術文化、設計媒體、滑冰運動、建設營造、室內設計與選品、高端餐飲、購物商場、城市活化。其中,任務之間忠泰人常對彼此與觀眾做出「嗨!」、「一起來呀!」的動作,呼朋引伴,寓意城市裡不分你我,邀請大家共創共享。
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忠泰人捧著來自世界各地的「養分」直接餵養你的大腦,讓最前線的藝文、設計、建築新知跟靈感激盪碰撞,來一場顱內派對。(Photo Credit:忠泰集團)
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跟著忠泰人去尋訪國際頂尖大師出品的居家選品,上面幾款熱門單品,你認出來幾個呢?(Photo Credit:忠泰集團)
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不只在城市裡做建築,在餐桌上也以建築匠心思考食材搭配與烹煮技巧。(Photo Credit:忠泰集團)
從動畫場景「平行城市」發現忠泰 35 年的城市價值
動畫背景是一個平行於台北的明日之城,整體設定的色調明亮、活潑、生氣蓬勃,主要分為 8 組場景,呈現出忠泰 35 年來品牌在城市中留下的痕跡。地標包括明日聚落、RS289、新富町文化市場、即將開幕的 NOKE 忠泰樂生活、極光冰場;公共藝術作品則有芬蘭建築師 Marco Casagrande 設計的〈大力助手〉、藝術家 Julian Opie 的〈台北漫遊〉、建築團隊 Oyler Wu Collaborative 的〈琉璃雲〉等。(關於此公共藝術介紹可見忠泰美術館官網)
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今年四月即將開幕的非典型商場「NOKE 忠泰樂生活」,動畫變化代表著 NOKE 的核心價值 N(Nature自然)、O(Originality 原創性)、K(Knowledge 知識)、E(Energy 活力)四大特色造型。(Photo Credit:忠泰集團)
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即將於台北大直NOKE 忠泰樂生活登場的「極光冰場」。(Photo Credit:忠泰集團)
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濱江大橋前的特色建築 RS289。(Photo Credit:忠泰集團)
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動畫中面臨危機的小果核代表著忠泰基金會推動的「都市果核計畫 Project UrbanCore」,新富町文化市場也屬該計劃標誌性項目之一。(Photo Credit:忠泰集團)
細節上可以發現,建築與各擬人化角色造型簡約具現代感,質感則是取材現實再加以轉化,比如大力助手的雙手以絨布取代樹枝,建築磚塊看起來很輕盈又很堅固,巧妙地描繪出介於真實和想像間的趣味。
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位於忠泰美術館外的大型公共藝術品《大力助手》、《琉璃雲》以及《台北漫遊》。(Photo Credit:忠泰集團)
此外,創作團隊更特邀西班牙作曲家 Aimar Molero 為影片獨創配樂,以節拍俐落的基礎旋律鋪底,搭配章節情景,跟著忠泰人前行邁步。配樂精準鋪陳出場景的變化,比如高檔餐廳裡安靜柔和的鋼琴,滑冰場上冰刀劃過的速度感,建築發出的擬人化應答,或在戶外人群喧鬧,都讓觀影效果更為豐富逗趣。
編輯/林沛伶