35秒，告诉你一座城的美

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2018年5月16日，“行千里·致广大”重庆城市形象宣传片走红各大媒体、网站、朋友圈。

重庆宣传片制作负责人 余季波

宣传片以重庆的一天为时间轴，从白昼的迷人魔幻到夜晚的璀璨惊艳，全方位凸显出重庆山水之城的特色，和国际范儿的大都市气质。

也是在这一天，“行千里 致广大”的城市形象宣传标识，与城市宣传片同时推出。“千里为重、广大为庆”“重庆，行千里，致广大”“山水之城，美丽之地”等元素，配合着重庆不同的美景，出现在重庆公交站台、地铁车身、户外广告及城市宣传片中。

无论是宣传片还是宣传标识，其中所呈现的重庆之美，就算是久居本地的老重庆，都会被深深震撼，外地人则更是发出“我要去看看”的感慨。

走红朋友圈的重庆城市宣传片和重庆城市形象宣传标识如何出炉呢？我们采访到重庆城市形象宣传片总导演余季波，重庆城市形象标识的设计总监杨瑞榕，让他们来细细讲述创作背后的故事。

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.

外景拍摄工作场景

35秒视频花了一个半月

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

4月初，余季波接到制作城市宣传片的任务。“虽然宣传片的时长只有35秒，但制作时间却足足花费了一个半月。”

视频的创意是以展示山城一天的景色为主线，从朝阳升起，城市苏醒，再到夜幕低垂，城市璀璨夜色，尽可能多地切入重庆的美景影像。

“在35秒的时间里，我们放了29个画面。”余季波介绍，“虽然画面足够多，但也出现了新的问题，也就是画面与画面之间的切换太快，我们希望观众能够真正领略到重庆的美，而不只是惊鸿一瞥。”

所以，后来余季波和团队将整个画面减到了22个，并且考虑到整个视频的协调性，每个画面的时长也有区别，大场景的时间会长一点，一些细节画面时间短一点。

“同时，我们也会尽量考虑让每个画面和镜头尽量反映出更多的信息元素。比如夔门这部分视频，除了要有红叶的元素，画面里还要有长江。”余季波指着屏幕上正在播放的宣传片说。

“制作宣传片，不仅要让画面好看，还要对视频信息进行整合，使其更加符合外宣需求。”余季波接着说，“在题材的选择上，要考虑国际元素，因此画面里有一个外国人在景区自拍，洪崖洞的画面也有外国人。再比如，在火锅画面的选择上，我们也想过用德庄大火锅的画面，但后来还是决定用我们日常生活中最常见的火锅，我们希望传达出更有烟火味的城市。”

在这一个半月的制作中，一个镜头修改数十次是常事，一帧一秒都要追求完美，“包括后期编辑、技术人员在内的制作团队，甚至把家搬到了工作室。虽然辛苦，但是值得，因为它代表的是重庆。”

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.” ”

一个“庆”字足足改了一星期

One Week For a Chinese Character “Qing”

今年三月中旬，重庆市委集中了全市所有的专业设计单位，提出要设计新的城市形象标识。五次方案拟选会后，经过层层筛选，杨瑞榕的设计方案脱颖而出。

杨瑞榕的设计从3月中旬一直修改到今年5月16日。他告诉我们，看似简单的设计方案，实则困难重重。

“设计的准则是浓缩所有的信息，让它成为一个简单的符号。但是这其中包含的元素太多了。”杨瑞榕解释，“因为有很多的点，比如‘重庆’这两个字，再加上‘山水之城 美丽之地’和‘行千里 致广大’都是文字，简化不了，要做成一个标识是很困难的事情。当时真的觉得很崩溃。”

新的标识设计，除了元素多之外，在具体设计的操作上，杨瑞榕也是费心费力。

“就以‘重庆’为例，这两个字我们用的是邓小平写的书法体。但他写的是繁体字“重慶”，‘重’字没问题，“慶”字就很棘手。”杨瑞榕接着说，“按照我们国家的简体字应用规范来说，作为一个城市形象的标识，只能用简体字。”

棘手的问题出现后，杨瑞榕想到了拆字法，“‘千里为重，广大为庆’，‘庆’字可以拆分为‘广’字和‘大’字。虽然邓小平没写过简体‘庆’字，但是他写过成百上千次的‘广’字和‘大’字。于是，我们几乎跑遍了重庆所有的实体书店，到处去找邓小平的字帖手迹来研究。同时，我们还和书法专业人士探讨，选哪个字更好。最后，我们在电脑上根据他落笔的逻辑习惯，来进行微小的修改。说是微小，但也进行了成百上千次调整，就这一个字改了足足一个星期。”

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. ”