芬迪FENDI品牌短视频脚本策划方案

//

DIRECTORTREATMENTHAND

IN

HANDYI

ETHNIC

EMBROIDERY&

SILVERWARETreatmentV5-XYI

ETHNIC

SILVERWAREYiethnicsilverwareareartpieces

completed

byboththecraftsmenandtime.Frommelting,molding,tothedetailedsculpting,everysteprequirescraftsmen’sextremefocusanddedication,otherwiseitwillfallshort.However,relaxationtothecraftsmen

isequallyimportant.Inthe

leisuretimes,theflowerscent,sunlight,andmountain

breezes—

theseelementsencouragethespiritualpower

ofthecraftsmenfortheirperseveranceincompletingtheworkofart,allowingthemtoturntheflowoftimeintogracefulbutfirmedges.

In

here,craftsman,

LeGuShaRi,willshow

usarhythmic

but

relaxed

lifestyle.

Let

usenter

histime.彝族银饰彝族银器，是手艺人与时间共同完成的艺术。从银锭融化、铸型到细节雕刻，每—步都需要手艺人极致的专注，否则就会功亏—

篑；而放松同样重要，激励手艺人持之以

恒完成艺术品的精神力量，也正来自于闲

暇时的花香、阳光与山间的微风。时间的

轻重急缓，如此便化作银器中柔美坚强的

各个棱角。手艺人勒古沙日将在此片中为我们展示出

富有节奏、张弛有度的日常生活—角，让

我们进入他的时间里。Introduction-XYI

ETHNIC

EMBROIDERYYiethnicembroideryareinspiredbythe

conversationbetweenthecraftsmenandnaturalspaces.

It

is

aconversationabout“great”and“small”InthemajesticsceneryofDaliangMountain,the

elegantAXiWuZhiMoappearstobesoinsignificant.

Hereyes

andbreathesfollowherneedlesandthreads,sewingthedelicate

andbreath-takingpartofeveryscenery.Theflowers,thesheephorn,thesun,thewaves,everythingshesees,sews

andfeels,isthelovethat

natureexpresses.彝绣彝绣的灵气则来源于手艺人与自然空间的对话，这是—场“⼤”与“⼩”的对话。在大凉山雄壮巍峨的风景中，优雅的阿嬷阿西巫之莫显得分外的小，她的眼神、呼吸跟随—

针—线，将万物景象的细腻动人之处缝制在布

料上，花、羊角、太阳、水波，她所感受到

的，就是自然所展露的爱。Introduction-X-XHandin

Hand2-mindocumentaryDeliverables120s4Handin

Hand2-mindocumentary在这条影片中，我们希望通过对于银饰与彝绣的制作流程的忠实纪录，将观众带领

到大凉山的“时空”中，

—起感受彝族传承已

久的美学。（分镜中的参考图片均拍摄于勘景中）Inthisdocumentary,wewishtorecordthemakingprocessofYiethnicsilverwareand

embroidery,bringtheaudiencealonginto

thetime-spaceofDaliangMountaintoembracethelong-inheritedbeautyofthe

Yiethnic.(Storyboardreferencepictureswereshotduringlocationscout)Scene1：凉山、村落、云朵

Scene

1

:

Mountains,Villages,

CloudsScene2Shot3勒古沙日进入到“另—个”时间中（我们用不同的镜头颜色来表示他的专注与放松的时间。）

LeGuShaRienters“anothertime”(we

usedifferentcolorstoexpresshisfocusedtime

and

leisuretime)Scene2Shot1-2勒古沙日走入屋内，准备开始今天的银器制作。LeGuShaRienterstheroom,

preparingthemakingofsilverwarefortheday.勒古沙日的VO从Scene2开始出现，讲述他家族里传承银器的故事，他对银器的热情，他如何感受银器的变化、美的感悟等等。TheVOofLeGuShaRistartsinScene2,tellingthestoryofhisfamily

inheritanceofsilverware

making,

his

passionforsilverware,hisperceptiontothechangeandbeautyinsilverware,etc.-XScene3Shot

1-10勒古沙日展示银饰制作的各个流程（图中仅为“塑形”—步，作为参考）在这—段落中呈现银器制作

流程中富有节奏的，相对较为紧张的氛围。LeGuShaRishowsdifferentprocessesofsilverwaremaking(pictureshowsoneofthesteps

inmoldingforreference)This

part

presents

arhythmicandrelativelytenseatmosphere.VO伴随Scene3，丰富的银器敲打、火焰的声音、融化的声音也同时在声音设计中出现。VOisthroughoutscene3,withthesounddesignofsilverwarestriking,burning,andmelting.-XScene4勒古沙日在完成紧张有序的步骤后，走出门外坐在阳光中。进入

“放松”的时间。After

LeGuSharifinisheshisintenseprocess,

hesitsoutside

in

thesun,enteringa

state

ofrelaxation.Scene4中，勒古沙日在VO中跟我们分享休闲时光中他所获得的灵感和人生体验。InScene4,LeGuShaRishareshisinspirationand

life

experience

he

learnedfrom

his

leisuretime

in

hisVO.-XScene

5Shot1-2阿西巫之莫站在—处瀑布前，她听到鹰的鸣叫，回头。AXiWuZhiMostandsinfrontofawaterfall,shehearsthesoundofaneagleandturns

back.水流的声音切入，从勒古沙日的眼神切换到下—位手艺人阿西巫之莫。Withthesoundofwaterstreams,wecutfromtheeye

expressionofLeGuShaRito

ournext

craftswoman,AXiWuZhiMo.-XScene6Shot3阿西巫之莫刺绣的特写组，其颜色与周围的色彩（群山、草地）相似。MultipleCUofAXiWuZhiMosewingprocess,itscolorsare

similartothecoloroftheirsurroundingenvironment

(mountainsandgrasslands)Scene6Shot1-2阿西巫之莫与丈夫坐在山坡上，

—边聊天，

—遍刺绣。AXiWuZhiMositswithher

husbandonahillside,chattingwhile

sewing.阿西巫之莫的vo从Scene6开始，讲述彝绣的历史，灵感的来源。VOofAXiWuZhiMostartsinScene6,tellingthehistoryofYiethnicembroideryanditssourceof

inspiration.-XScene7Shot1-10阿西巫之莫展示彝绣制作中的各个流程，包括不同的样式（花朵、太阳、羊角），匹配以真实的

太阳花朵羊等镜头。展现阿西的感官世界。AXiMoZhiWushowsdifferentprocessesofembroiderysewing,includingdifferentpatterns

offlowers,thesun,sheephorns,etc.,matching

it

withshotsofrealisticitems,

expressingAXiMoZhiWu’sperceptionoftheworld.VO伴随Scene7，阿西巫之莫讲述刺绣中蕴藏着的对自然和人的尊敬、爱意和祝福。配合口弦琴.“爱是万物的链接”VOthroughoutScene7,AXiWuZhiMotellstherespect,love,andblessingforhumanand

nature

embedded

in

embroidery.VO

is

accompaniedwith

harmonica.

“Love

is

the

connection

for

everything”-X从自然中找到与包相对应的颜色、结构。Findcompositionsofformandcolorofthe

bagin

nature.ONVISUAL-X-X以自然光线为主Mainlyfilmin

natural

lightONVISUAL重视捕捉物品与人肌肤的纹理细节CAPTURINGTHE

DETAILandTEXTURESONVISUAL-XHandin

Hand10-mindocumentary说到时尚，我们想到“美感”以及与此相关的“当代”

、“更新”与“潮流”等等概念，

FENDI如繁花般盛开的品类更是在每个季度都吸引着全球最多的关注。现代的美具有个性：它是快速的，

强烈的，是具有活力与热情的身份标志与生活态度。Speakingoffashion,wethinkof“aesthetics,”aswellasitsrelatedconcepts,“modern,”“renewal,”and“trends.”FENDI,withitsblossoming

number

of

products,

attracts

attention

all

aroundtheglobeeveryseason.Modernbeauty

has

its

uniquecharacteristics;

it

isfast,

it

is

eye-catching,anditpossessesidentityandattitudewithvitality

and

passion.FENDI通过HandinHand计划向我们呼吁美的另—种面向：缓慢的，记忆的，历史的美感。正如我们在意大利看到的手工匠人—样，身处大凉山的银匠与绣娘正在用他们的记忆编织着这种速率的美。在他们的现代日常中，匠人们每天起床、工作、休憩，反复捶打，徐徐前进，而关于自然的、民族的、家族的记忆便在他们的手中凝聚成—件件美的珍宝。这个速率的美同样值得我们去感受和思考。Yet,viaprojectHandinHand,

FENDI

appealsto

us

another

side

of

beauty,the

onethat

isslow,memorial,andhistoric.Justliketheartisans

from

Italy,the

silversmiths

andembroiderersfromtheDaliangMountainsareweavingthisslow-pacedbeautywiththeirmemories.Tothem,thebeautycreationprocesslieswithintheirdaily

routine,theirwaking

up,working,resting,hammering,andadvancing;andtheir

natural,

hereditary,familialmemoriesthenfusedintotreasuresofbeautyinthepalmoftheirhands.

This

slow-paced

beautyisalsoworthyforempathyandcontemplation.美拥有不同的速度，或者说，时间带给我们不同频段的美丽。我们该如何寻得美的平衡？这是摆在诸多现代人面前的问题。因此，我希望通过这部短片来呈现FENDI对美的全面关注，

让更多人通过影像时空去重新体验美学中“快”与“慢”的对立、平衡与统—。Beautyhasdifferentspeed,rather,timegivesus

differentfrequencies

of

beauty.

How

dowefindthebalanceinbeauty?Thatisthequestion

posedfortheyoungergenerationnowadays.Therefore,throughthisdocumentary,wewishtopresentFENDI’scomprehensive

approachtobeauty,toallowmorepeopletore-experiencethe

opposition,

balance,

andunityof“fast”and“slow”inbeautythroughimagery

ofspace-time.Introduction关于美、速度和平衡RETHINKING

ON

BEAUTY

SPEEDAND

BALANCE-X故事大纲

SYNOPSIS瀑布的美学INWATERFALL在制作FENDIbaguette彝族合作款的银饰与刺绣过程中，我们与两位手工匠人—起探索不同时间速率的美：快速有力与缓慢沉淀。IncooperationwithFENDI,throughtheprocessofsilverwaremaking

andembroideryforthebaguette,twocraftspeoplewithusexploreandexperiencethebeautyofdifferentfrequencies:fastandpowerfulvs.slow

andsedimentary.-XScene1—个瀑布的美TO

WATCH

A

WATERFALLVO：

—个瀑布可以有多少种美？VO:Howmanykinds

of

beauty

can

awaterfall

have?（远景、常速）(WS,

normalspeed)水从空中垂直而下，冲击岩石后溅起巨大水花。Waterfallsverticallyfromthesky,makinggiantsplashesafterhitting

rocksatthe

bottom.（中近，从常速到升格）(MCU,fromnormaltoslow-mo)周围的—切草木岩石都被激烈的水花所打亮，染上新鲜的味道。Thesurroundingnatureissplashedwithwater,refreshingits

scent.（近，摄影机速率逐渐超过水的速率形成“倒放”，升格）(CU,thespeedofcameratiltbecomesfasterthanthespeedofwaterfallinwhichthewaterappearstoflowbackwards,slo-mo)水的运动从空中转变方向，从向下到向上，在某—个时间点水是静止的。Themotionofwaterdropletsreverseswithintheshot,fromdownwardstoupwards,droplets

becomestationaryatone

point.站在瀑布面前的阿嬷回头。Grannieturnsbackinfrontofwaterfall-X1-4水的运动从空中转变方向，从向下到向上，在某—个时间点水是静止的。Themotionofwaterdropletsreverseswithintheshot,fromdownwardstoupwards,dropletsbecome1-1水从空中垂直而下，冲击岩石后溅起巨大水花。Waterfallsverticallyfromthesky,makinggiantsplashesafterhittingrocks

atthe

bottom.1-2

、3周围的—切草木岩石都被激烈的水花所打亮，染上新鲜的味道。Thesurroundingnatureissplashedwithwater,refreshingits

scent.-X1-5

、6

、7站在瀑布面前的阿嬷回头。Grannieturnsbackinfrontofwaterfall-XScene

2院子里

IN

THE

BACKYARD几个年轻的绣娘坐在屋外—起刺绣。她们—边刺绣—边愉快的交谈，她们缝制的速度很快，穿针走线就像

舞蹈—样。摄影机捕捉表情、手部动作、她们衣物上

鲜艳的颜色，以蒙太奇的形式展现出“热烈、动感”的气氛。随着山风吹过，口琴的声音响起。吉克隽逸出现在院中。同样的地点，围坐在—起的绣娘换成阿嬷和2-3个与她年龄相仿的绣娘。阿嬷专注于手中的刺绣，

—切都

沉静下来，以长镜头的形式捕捉她的“安静、专注”。阿嬷Vo：转眼50年过去了，就好像—瞬间—样。-引发她后面的纪录段落。Severalyoungembroiderymaidssitinthecourtyard.Theirsewing

isaccompanied

bytheirchatandlaughter.Thespeedofwhichtheysewisfast,thethreadsare

dancing

betweentheirhands.Thecameracapturestheirfacialexpression,hand

movement,the

colors

on

theirclothing,presentinganatmosphereof“passionand

dynamic”

using

montages.Alongwiththemountainbreezes,harmonicasounds.Jikejunyiappears

inthe

backyard.Inthesamelocation,Grannieandseveralother

maids

about

her

agesit

inthe

same

circle.Grannieisfocusedwithherwork.Everythingstartstoslow

down.

Longshots

are

usedtocaptureher“quietnessandconcentration.”VO(Grannie):50years

have

passed,yetitfeelslike

a

flash.Leadingtonext

chapter-X2-7吉克隽逸出现在院中。（镜头颜色、速率均产生变化，暗示时间的改变）

Jikejunyiappearsinthebackyard.

（

both

cameracolorandframeratechange,implyingthe.

Change

oftime）2-8~10Inthesamelocation,Grannieand

severalothermaidsabouther

age

sit

inthe

same

circle.

同样的地点，围坐在—起的绣娘换成阿嬷和2-3

个与她年龄相仿的绣娘。（镜头组）2-3~6她们缝制的速度很快，穿针走线就像舞蹈—样。（镜头组）Thespeedofwhichtheysewisfast,thethreadsaredancingbetweentheir

hands.2-1几个年轻的绣娘坐在屋外—起刺绣。Severalyoungembroiderymaidssitinthe

courtyard.X-阿嬷和吉克隽逸走进屋子，在刚刚燃起的火焰前盘腿坐下。她们伸手感受火的温度，彼此聊着天。阿嬷从口袋中拿出—个口琴，演奏起来，吉克隽逸轻轻哼唱。GrannieandJikejunyiwalkintothehouse,sitdowncross-legged

bythefirethat

juststartedburning.Theyreachouttofeelthewarmthandchat

around.

Grannietakes

out

aharmonicaandJikejunyihumsalongthetempo.采访开始：（包括但不限于）Interview(butnot

limitedto)-

最早接触刺绣的时候，是从哪里找到美的灵感？刺绣作品和创作者之间的亲密感如何

建立？-

Whenfirstexposedtoembroidery,wheredoyoufindinspirationfor

beauty?

Howdoyouestablishtheconnectionbetweenthecreatorandtheembroidery?-

刺绣在家族里是怎么样的位置？对于彝族的传统而言又是如何？民族的美学记忆怎样

在个体身上呈现？-

Whatpositionisembroidery

inyourfamily?

Or

intheYi

ethnic

culture?

How

does

itreflectthehereditarybeauty?-

爱为你的创作带来了什么？日常中，会从哪些生活的角落、片刻感受到爱？-

Whatdoeslovebringtoyour

creation?Where

does

love

comesfrom?-

在与Fendi合作的过程中，如何找到“花朵”的灵感？是否有看海外的手工艺人所完成的作品？有无感同身受的地方？-

WiththecooperationofFENDI,how

doyoufind

inspirationforflower?

Haveyou

seen

handicraftworkoverseas?Canyouappreciatetheirwork?-

现代媒体怎么样才能更好的保存传统的技术和精神财富？有相关的实践吗？-

Howdomodern

day

media

preservetraditionaltechniques

andspiritualwealth?Any

practice?采访作为背景声音，画面上呈现她制作FENDI合作蓝绿色花刺绣的各个环节，呈现“缓慢、细腻、精准”的手工美学。-

Whilethesoundoftheinterviewplays,theimage

shows

different

steps

of

makingthe-FENDI

Baguette,presentinga“slow,delicate,precise”

kind

of

beauty.Scene3燃烧木炭的时间TIME

OFWARMTHX3-1

阿嬷和吉克隽逸走进屋子，在刚刚燃起的火焰前盘腿坐下。GrannieandJikejunyiwalkintothehouse,sitdowncross-leggedbythefirethat

juststartedburning.3-3阿嬷从口袋中拿出—个口琴，演奏起来，吉克隽逸轻轻哼唱。GrannietakesoutaharmonicaandJikejunyihumsalongthetempo.3-2她们伸手感受火的温度，彼此聊着天。Theyreachouttofeelthewarmthandchataround.-X3-4~15配合采访的VO，镜头组呈现阿嬷刺绣的完整环节：纺车线、剪图案、刺绣图样等。（镜头组）3-4~15

Accompanied

by

the

interview

VO,a

montage

shows

the

processes

of

Grannie’s

sewing,

spinning

wheel,

cutting

pattern,

sewing

patterns,

and

etc.-X3-16~17

（利用阿嬷的多彩纺线，在光源处呈现相似的效果：竖着的线条是阿嬷的纺线，横着的线条是相机镜头的的拉丝。）Using

Grannie’s

colorful

threads,placing

in

front

of

the

lighting

source

to

createacrossingofspaceandtimeatmosphere.Thevertical

linesarethe

threads,andthehorizontal

line

isproduced

by

lensflare.（星际穿越中，横与竖的线条暗示时空交错。）In“Interstellar,”horizontalandvertical

lines

impliesthe

crossing

of

space

and

time.暗示时间流逝的重点镜头1：

“星际穿越”纺线镜头Implication

offlow-of-time

shot:“Interstellar”threads

shot-XShotreference:baguetteincompositionwithGrannieandJikejunyi-X-

口弦琴带给您什么样的灵感？-

Whatinspirationdoesharmonica

bringyou?阿嬷吹起口弦琴。Granniestartstoplay

her

harmonica伴随着口弦的旋律，我们进入吉克隽逸的歌声里。Immersedinthemelodyoftheharmonic,we

are

broughtintoSummer’ssong.吉克隽逸在山峰上伫立、行走。Summerstandsontopofthehill,

pacing.她身上的光线随着歌声而发生变化，近、远、快、慢，似乎很多种时间在大凉山的山顶上发生缠绕碰撞。阿嬷在山上刺绣的场景也以蒙太奇的形式出现。

Thelightonher

bodychangeswith

her

singing,

near,

far,fastandslow.

Itseemsthattherearemany

kindsoftimeflowsintertwiningonthetopoftheDaliangMountain.ThesceneofGrannie’sembroideryonthemountainalsoappearsintheformofmontage.镜头里出现太阳，歌声节奏减缓，听到锤子锤击物体的声音。Sunlightshinesintothecamera,therhythmofthesongslowsdown,webegintohearthesoundof

hammering.光线从银器上反射而来。Lightreflectsbackfromsilverwares.进入银匠大叔的时间线。Weenterthetimelineofsilversmith.吉克隽逸歌唱、表达段落也会插叙在银匠的故事线中。

Jikejunyi’sperformancewillcontinuestobe

montagepartofthesilverman’sstory.Scene4风谷人声SOUND

OFTHE

MOUNTAIN-X4-7~10阿嬷在山上刺绣的场景也以蒙太奇的形式出现。ThesceneofGrannie’sembroideryonthemountainalsoappearsintheformofmontage.Sunlightshinesintothecamera,therhythmofthesongslowsdown,we

begintohearthe

sound

of

hammering.-X4-1~6吉克隽逸在山峰上伫立、行走。Jikejunyistandsontopofthehill,

pacing.4-11~13镜头里出现太阳，歌声节奏减缓，听到锤子锤击物体的声音。4-14~15在吉克隽逸的歌声里，群山像水—般流通起来。时空的流转可以通过镜头的语言呈现。As

a

response

to

Jikejunyi’s

song,the

mountains

begin

toflow

andwave.The

passageoftimeandspace

isexpressedthroughcamera.-X特效实例，参考视频地址：https://vimeo.com/248510701VFX

reference

linkabove暗示时间流逝的重点镜头2：流动的山脉Implication

offlow-of-time

shot2:

Flowing

mountains锤击节奏平稳，

—次次捶打银器，银器因此而变得平整光滑。Therhythmofhammeringissteady.One

after

another,the

silverware

becomesflat

and

smooth.在银器的种种节奏组成的“敲击乐”中，我们看到银器在手艺人手中形成漂亮的边缘。Underthese“beats,”weseetheformationofbeautifuledgesofthesilverware.他的儿子也在—旁辅助他的工作，大叔把—块漂亮的银器递给儿子。Hissonworkswithhim-hepassed

an

unfinishedsilverware

onto

his

son.大叔放下银饰，从后门走出坐在椅子上。Uncleputsdownthesilverware,walksoutofthebackdoor.大叔出现在—片湖水中，他伸手触摸湖水波光粼粼的光亮，

—下又—下，平稳的湖水承接着大叔的力量。Uncleinthelake,ashetouchestheglitters

inwater,thewatersurrounds

him

in

atenderyet

steadyway.采访开始Interview-

制作银器的过程里，重复似乎是—个很重要的步骤，就像行走—段漫长的路途，在这个过程中是否会

觉得乏味厌倦？-

Intheprocessofsilverwaremaking,

repetition

is

an

important

element,

likewalking

down

a

longwindingpath,doyouevergrowtiredof

it?-

节奏与手感、经验之间是什么关系？-

Whatistherelationshipbetween,

rhythm,feeling,and

experience?-

在与FENDI合作的过程中，有什么特别的设计吗？-

DuringthecooperationwithFENDI,

isthereany

special

design?-

在古代，银器常常是战士的盔甲、饰品和身份的象征，在您的手工艺中，有关于“力量”的精神吗？您如何理解力量？-

Intheancienttimes,silversymbolizedarmor,

ornaments,

andstatus.

Inyour

craft,

isthere

anythingrelatedto“power”?Whatisyourinterpretation?-

您的儿子也在学习这种工艺，这种家族式的传承对您来说意味着什么？-

Yoursonisalsolearningthecraft

ofsilversmith,what

doesthis

inheritance

meantoyou?-

您感受爱、表达爱的方式是什么？爱是否存在于创作里？银器是否也是—种有形状的爱？-

Howdoyoufeelandexpress

love?

Is

love

a

major

part

ofyourcreation?

Issilverware

a

“formed”

love?与采访搭配的镜头，同样以不同的速率、节奏、色彩出现，呈现出制作FENDIbaguette上那块银色配饰的细节，呈现家庭作坊中的紧张、忙碌与专注。

-

XTheimageshowsalongwiththeinterviewappearsindifferent

speed,

rhythm,

color,

representingthedetailsofmakingthesilverwareforFENDI

Baguette.Scene

5犹如锤击的节奏MODERATETEMPO5-1~4锤击节奏平稳，

—次次捶打银器，银器因此而变得平整光滑。Therhythmofhammering

is

steady.

Oneafteranother,thesilverwarebecomesflat

andsmooth.Uncle’ssilverware

isthesameastheone

onthe

purse.-

X大叔做制作的银饰与图中包上的银器—致。5-5~20在银器的种种节奏组成的“敲击乐”中，我们看到银器在手艺人手中形成漂亮的边缘。镜头组，包括融（变成银片）、敲（成银丝等）、剪（

画轮廓）、雕刻、打磨搓细节、成型等步骤。Underthese“beats,”weseetheformationofbeautifuledgesofthesilverware.Themontageincludesprocess

of,

melting

(into

silversheets),hitting(intosilverstrings),cutting

(drawthe

pattern),sculpting,fining,molding,andetc.5-21~24他的儿子也在—旁辅助他的工作，大叔把—块漂亮的银器递给儿子。Hissonworkswithhim-he

passed

an

unfinishedsilverwareonto

hisson.Uncleappearsinthelake,ashetouchesthe

glitters

inwater,thewater

surrounds

him

in

atenderyetsteady