[奇幻之旅] Fantastic Beasts in your Soul, Where to Find it

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Didi Chuxing provides high-frequency travel services on the platform every day, Like e-commerce platforms, there will be disputes or conflicts between drivers and passengers. In fact, passengers and drivers do not understand each other. Passengers expect the driver to meet all ride needs, The driver's hard work are always in an unknown state. Caused an unequal relationship between them. We hope to improve the relationship between the two, empathizing users from the perspective of drivers, To express the life conditions that drivers face as ordinary people to consumers in a simplified way, Improve the relationship between driver and passenger.

滴滴出行，每天在平台上提供高频的出行服务，像电商平台一样，司乘会出现纠纷或矛盾，实际上是乘客与司机互相不够理解。

乘客希望司机满足一切乘车需求，而司机的付出和任劳任怨始终在一个不为人知的状态。造成了两者间不平等的关系。

我们希望改善两者间的关系，将用户换位思考到司机角度，把司机作为普通人所面临的生活状态，化繁为简的表达给消费者，改善司乘间的关系。

Therefore, we shot 6 TVCs,Use the adapted real stories to show passengers the unknown stories behind drivers of different personalities; At the same time, a fantasy-style html5 website was designed to host these 6 TVCs to enhance the sense of intuition and curiosity. After a series of tests, test results that can be used for social dissemination are generated, causing reposting and secondary dissemination. To achieve the purpose of improving the relationship between drivers and passengers and enhancing brand favorability.

因此，我们拍摄了6支TVC，借改编的真实故事，将不同性格的司机背后不为人知的故事展示给乘客；同时设计了一个奇幻风格的html5 website承载这6支TVC，加强带入感和好奇心，经过一系列测试后，产生可供社交传播的测试结果，引起转发和二次传播。达到改善司乘关系和提升品牌好感度的目的。

We hope to create a fantasy world where users will fall in love at first sight and generate strong curiosity.

我们希望创造一个奇幻的世界，在用户第一眼看到时就能吸引住，产生浓厚的好奇心。

测试型H5同质化严重，大家见太多了，怎样吸引用户，我想用「匠心」来营造一个精致奇幻的测试体验。

The opening begins with Escher’s Contradiction Space, in a fantasy form. Enter a long corridor where time goes by 24 hours from morning to night,

After the envelope was opened, it led to the psychological test of ancient Greek legends.

At the end of the promenade is a mysterious elevator, each time it is opened and closed, it will switch between multiple fantasy scenes.

开头用埃舍尔的名作矛盾空间，奇幻形式开场，进入到一个24小时从早到晚时光流逝的长廊，信封打开后，引出古希腊传说的心理学测试。

长廊尽头是个神秘的电梯，每次打开和关闭，会在多个奇幻的场景中切换。

With the exploration of multiple scenes, users will eventually find out what kind of personality and fantasy character they are.

You can also see 6 TVCs about the driver’s soul animals, knowing their unknown good deeds.

In the end, users will have their own unique result pages, which will be shared and forward to various social networks to attract more visitors.

随着对多个场景的探索，用户最终会发现自己是什么样的性格和奇幻角色，也可以看到关于司机灵魂动物的6支TVC，知道他们不为人知的善举。

最后用户会拥有自己独特的结果页，分享转发到各社交网络，吸引影响到更多的访问者。

In order to create a fantasy world, I read a lot of Escher’s works,

Drawing lessons from Wes Anderson’s film art to design scenes, such as "The Grand Budapest Hotel", "Isle of Dogs" , etc.

Ensure that each element can be exquisite, fantasy and fit the theme; Tribute to my favorite master.

为了营造引人入胜的奇幻世界，我翻阅了大量埃舍尔作品，借鉴韦斯安德森的《布达佩斯大饭店》《犬之岛》等电影美术色调和形式感，来设计各场景画面，

确保每个元素都能精致奇幻、契合主题；致敬我所喜欢的大师之作，算是夹带私货了。

The scene is set according to common social occasions, corresponding characters have their own personalities and social behaviors, visitors can find their shadow.

In fact, some details may not be noticed by users, but I also worked hard to create an atmosphere, buried some easter eggs, such as Yellow Submarine, Jurassic, Autobot.

场景是按常见的社交场合设置，对应人物都有各自的性格和社交行为，访问者可以从中找到跟自己相似的影子。

其实有些细节虽然用户注意不到，但也下足了功夫去营造氛围，也埋了些小彩蛋，比如黄色潜水艇，侏罗纪，汽车人

After completing the 5 test questions, the result of the test is 12 animals with different personalities.

In order to enhance the social, a delicate and pleasing animation is also designed for each animal, so that visitors are more willing to forward it.

5道试题完成后，测试的结果是12个性格各异的动物

为了增强social，还给每个动物设计了细腻讨喜的动画，让访问者更愿意转发。

Html5 website (online)screen video

Html5 website 录屏视频，实际上线效果演示

From drafts to storyboards, modeling, setting up scenes, lighting, adding materials, conceiving dynamic effects, tying bones, adjusting animations,

test rendering over and over again; 3D Environment combined with animal character sketch style.

从草稿到故事板，建模、搭建场景、光线、付材质、构思动效，绑骨骼、调动画、一遍遍反复测试渲染；环境3D结合动物角色素描风格。

The TVC mentioned at the beginning, centered on the theme of the driver’s ignorance of charity, a total of 6, Corresponding to business lines, Choose 2 for supplementary display.

最初提到的TVC，围绕司机不为人知善举的主题，共6支，分别对应专车、快车、顺风车、代驾等业务线，挑选2支做补充展示。