◇ 文 |本刊記者 胡 婷 圖 | 游 宇 受訪者提供

2018年5月16日，“行千里·致廣大”重慶城市形象宣傳片走紅各大媒體、網(wǎng)站、朋友圈。

重慶宣傳片制作負(fù)責(zé)人 余季波

宣傳片以重慶的一天為時間軸，從白晝的迷人魔幻到夜晚的璀璨驚艷，全方位凸顯出重慶山水之城的特色，和國際范兒的大都市氣質(zhì)。

也是在這一天，“行千里 致廣大”的城市形象宣傳標(biāo)識，與城市宣傳片同時推出?！扒Ю餅橹?、廣大為慶”“重慶，行千里，致廣大”“山水之城，美麗之地”等元素，配合著重慶不同的美景，出現(xiàn)在重慶公交站臺、地鐵車身、戶外廣告及城市宣傳片中。

無論是宣傳片還是宣傳標(biāo)識，其中所呈現(xiàn)的重慶之美，就算是久居本地的老重慶，都會被深深震撼，外地人則更是發(fā)出“我要去看看”的感慨。

走紅朋友圈的重慶城市宣傳片和重慶城市形象宣傳標(biāo)識如何出爐呢？我們采訪到重慶城市形象宣傳片總導(dǎo)演余季波，重慶城市形象標(biāo)識的設(shè)計(jì)總監(jiān)楊瑞榕，讓他們來細(xì)細(xì)講述創(chuàng)作背后的故事。

The promotional video of the city image of Chongqing “Journey to New Accomplishments”released on May 16, 2018 went viral on various social media, websites and moments of Wechat.

Taking a day in Chongqing as the timeline, the promotional video offered an intriguing glimpse into features of Chongqing, a city towering above the water, and this international metropolitan from its fascinating daytime to dazzling and stunning night.

The promotional logo of the city image of“Journey to New Accomplishments” came with the city promotional video on the same day. Elements like “Chong character comes from Qian and Li characters, Qing character comes from Guang and Da characters” “Journey to New Accomplishments”“A Beautiful City Towering Above the Water”were vividly displayed in forms of advertisement that can be found everywhere, from bus stations, subway bodies, outdoor advertisement and city promotional videos.

Even native locals who have spent most of their life time in Chongqing were blown away by the beauty of Chongqing displayed from the promotional video and logo. Outsiders who are impressed by the beauty said, “I’m going to visit Chongqing to take a glimpse of its beauty”.

The promotional video and logo have become an instant hit among the moments of Wechat. That begs a question, What’s the story behind them? For this, we interviewed Yu Jibo, the general director of the promotional video of Chongqing city image and Yang Ruirong, the general designer of the logo of Chongqing city image, to know more about stories behind the creation in detail.

外景拍攝工作場景

35秒視頻花了一個半月

One And A Half Months Preparations for A 35-second Video

4月初，余季波接到制作城市宣傳片的任務(wù)?！半m然宣傳片的時長只有35秒，但制作時間卻足足花費(fèi)了一個半月?！?/p>

視頻的創(chuàng)意是以展示山城一天的景色為主線，從朝陽升起，城市蘇醒，再到夜幕低垂，城市璀璨夜色，盡可能多地切入重慶的美景影像。

“在35秒的時間里，我們放了29個畫面?！庇嗉静ń榻B，“雖然畫面足夠多，但也出現(xiàn)了新的問題，也就是畫面與畫面之間的切換太快，我們希望觀眾能夠真正領(lǐng)略到重慶的美，而不只是驚鴻一瞥。”

所以，后來余季波和團(tuán)隊(duì)將整個畫面減到了22個，并且考慮到整個視頻的協(xié)調(diào)性，每個畫面的時長也有區(qū)別，大場景的時間會長一點(diǎn)，一些細(xì)節(jié)畫面時間短一點(diǎn)。

“同時，我們也會盡量考慮讓每個畫面和鏡頭盡量反映出更多的信息元素。比如夔門這部分視頻，除了要有紅葉的元素，畫面里還要有長江?！庇嗉静ㄖ钢聊簧险诓シ诺男麄髌f。

“制作宣傳片，不僅要讓畫面好看，還要對視頻信息進(jìn)行整合，使其更加符合外宣需求?！庇嗉静ń又f，“在題材的選擇上，要考慮國際元素，因此畫面里有一個外國人在景區(qū)自拍，洪崖洞的畫面也有外國人。再比如，在火鍋畫面的選擇上，我們也想過用德莊大火鍋的畫面，但后來還是決定用我們?nèi)粘Ｉ钪凶畛Ｒ姷幕疱?，我們希望傳達(dá)出更有煙火味的城市?！?/p>

在這一個半月的制作中，一個鏡頭修改數(shù)十次是常事，一幀一秒都要追求完美，“包括后期編輯、技術(shù)人員在內(nèi)的制作團(tuán)隊(duì)，甚至把家搬到了工作室。雖然辛苦，但是值得，因?yàn)樗淼氖侵貞c?！?/p>

Yu Jibo was given the task of producing a promotional video for the city at early April. “Though it is a 35-second video, it took us nearly one and a half months to produce. ”

The video aims to show the scenery of this mountain city as its main line, from sunrise and the awakening of the city to the fall of night and splendid night view, hoping to include as many beautiful sights as possible.

“We placed 29 pictures within 35 seconds. said by Yu Jibo, “Though these pictures are enough,a new problem still occurred with each picture switching too fast. We hope the audience can truly appreciate the beauty of Chongqing, rather a glimpse at it. ”

Because of this, Yu Jibo and his team cut pictures to 22 and took the coordination of the video into consideration, with pictures of grand scenery playing longer and images contained detailed information playing shorter.

“At the same time, we’re trying our best to allow each picture and scene to display more information. Take Kuimen (a renowned scenic spot at the Three Gorges). Aside from including red leaves, we also need the Yangzi river. “Yu Xiubo explained pointing his finger at the promotional video that was being played on the screen.

“When it comes to a promotional video, not only do you have to make it visually appealing but you’re also required to integrate video information to meet the purpose of publicity. “Yu Jibo added, “With regard to the subject selection, we need to consider international elements, so there is a foreigner in the picture taking a selfie at a scenic spot, and in the picture of Hongyadong, there are also some foreigners. And when we chose pictures of the hot pot, the thought of Dezhuang Hot Pot came across our mind, but finally we decided to use the most common hot pot in our daily life to convey a more authentic and common city. ”

Within one and a half months of production, it was quite common to fix a scene ten times, hoping to perfect each frame and second. “The production team, including post-editing and technical staff,even started to live in the studio to devote themselves into the video. Although the work is arduous, it is worth it as it represents Chongqing.” ”

一個“慶”字足足改了一星期

One Week For a Chinese Character “Qing”

今年三月中旬，重慶市委集中了全市所有的專業(yè)設(shè)計(jì)單位，提出要設(shè)計(jì)新的城市形象標(biāo)識。五次方案擬選會后，經(jīng)過層層篩選，楊瑞榕的設(shè)計(jì)方案脫穎而出。

楊瑞榕的設(shè)計(jì)從3月中旬一直修改到今年5月16日。他告訴我們，看似簡單的設(shè)計(jì)方案，實(shí)則困難重重。

“設(shè)計(jì)的準(zhǔn)則是濃縮所有的信息，讓它成為一個簡單的符號。但是這其中包含的元素太多了?！睏钊痖沤忉?，“因?yàn)橛泻芏嗟狞c(diǎn)，比如‘重慶’這兩個字，再加上‘山水之城 美麗之地’和‘行千里 致廣大’都是文字，簡化不了，要做成一個標(biāo)識是很困難的事情。當(dāng)時真的覺得很崩潰?！?/p>

新的標(biāo)識設(shè)計(jì)，除了元素多之外，在具體設(shè)計(jì)的操作上，楊瑞榕也是費(fèi)心費(fèi)力。

“就以‘重慶’為例，這兩個字我們用的是鄧小平寫的書法體。但他寫的是繁體字“重慶”，‘重’字沒問題，“慶”字就很棘手?！睏钊痖沤又f，“按照我們國家的簡體字應(yīng)用規(guī)范來說，作為一個城市形象的標(biāo)識，只能用簡體字。”

棘手的問題出現(xiàn)后，楊瑞榕想到了拆字法，“‘千里為重，廣大為慶’，‘慶’字可以拆分為‘廣’字和‘大’字。雖然鄧小平?jīng)]寫過簡體‘慶’字，但是他寫過成百上千次的‘廣’字和‘大’字。于是，我們幾乎跑遍了重慶所有的實(shí)體書店，到處去找鄧小平的字帖手跡來研究。同時，我們還和書法專業(yè)人士探討，選哪個字更好。最后，我們在電腦上根據(jù)他落筆的邏輯習(xí)慣，來進(jìn)行微小的修改。說是微小，但也進(jìn)行了成百上千次調(diào)整，就這一個字改了足足一個星期?！?/p>

In mid-March this year, the Chongqing Municipal Committee gathered all professional design units in the city and instructed them to design a new city image logo. Five proposal selection meetings were held afterwards. And the proposal designed by Yang Ruirong stood out after careful screening and selection.

Yang Ruirong started to design the logo from mid-march to May 16. He told us that the design seems easy, yet many problems were down the line.

“The principle of a design is to put all information in one simple symbol. Yet there are so many element, too much information. “ Yang Ruirong explained, “There are many things you need to take into account. For example, “Chong Qing”,“A Beautiful Mountain City Towering Above the Water” and “Journey to Achievements” these are all characters that carry so much information, you can’t simplify them. That said, designing a symbol that contains all these information is way difficult. I was overwhelmed, feeling at the end of my rope. ”

The new logo design, in addition to many elements, Yang Ruirong also spent much time and energy in its specific design.

“Taking ‘Chongqing’ as an example. What we use today is the calligraphy of Deng Xiaoping, yet he wrote the traditional Chinese character of “Chongqing”. I had no problem with character“Chong”, yet the traditional Chinese character “Qing”is very tricky. “Yang Ruiqi continued, “According to the application specification of simplified Chinese characters in our country, a city image logo can only adopt simplified characters. ”

For this tricky problem, the thought of dividing words into different parts came across Yang Ruirong’s mind. “Chong” character came from the combination of “Qian” and “Li” characters. “Qing” character came from “Guang” and“Da” characters. For “Qing”, it can be divided into “Guang” and “Da” characters. Though Deng Xiaoping had never written simplified “Qing”, he did write “Guang” and “Da” hundreds of times.Because of this, we visited all physical bookstores in Chongqing, looking for the handing writing of Deng Xiaoping to study. For the character selection, we also discussed with calligraphy professionals to pick their brains. Finally we made minor modifications on the computer according to his logical habit of writing. By saying minor modifications, we mean hundreds of fixes that took us nearly a week. ”