From the spring equinox to the beginning of winter, it is hard to imagine that a cat night accompanied a director through the spring, summer, autumn and winter of 2020.
started the proposal in March, finalized the cooperation in May, formally created in June, basically finalized the draft in August, entered execution in September, prepared for battle in October, and sprinted in November. It lasted for 8 months and exceeded 10 hours of work per day. Finally, we have the Dragon TV on November 10, 2020, and we saw the most cat night in history—
, the world’s first 3D sports stage;
, the country’s first vertical screen live show;
, the country’s first Dual-view live broadcast party; "the first full-scale situational carnival night" in the history of
cat night; "the first full-scale carnival night" in the history of
cat night.
has also set many "bests": the most sports lifts in commercial evenings, the most original programs, and the most creative cycles of .
The author has interviewed the creation market for a one-month party, a half-month party or even a 10-day party, but has not yet fully understood such a party close to the artistic creation cycle.
exchanges a four-hour double eleven carnival all year round, is this investment worth it?
Over the past 8 months, 10 hours a day, more than 2,400 hours of struggle, where did the time go?
In this article, the author wants to use words to take readers and friends, from the perspective of a female creator, to review the birth of the classic Double Eleven Carnival in 2020.
Proposal (March to May 2020)
Hou Jie is one of Dragon TV’s most prestigious party directors.
She is the director of the large-scale events department of Dragon TV and the national first-level director. This year, she has a new identity as the director of the 2020 Tmall Double Eleven Carnival Nightclub.
In order to live up to her identity, she turned down all other jobs originally planned for this year, because when she took this case, she secretly made up her mind, "the first battle is the end" , she took this cat Late, as her first party, but also as her last party. She needs 100% investment. The first stage of the
battle is the proposal. At this stage of
, the most important work for her and her team is research-investigation of every detail.
investigators are divided into three groups:
all the way, studying cat night. observes, learns and analyzes the previous cat nights in the past five years, and analyzes what it has and what cannot be repeated? What is it lacking and what must be made up? The
team found that the core appeal of Maowan is "all the people". The audiences and consumers from the first line to the sixth line are all the audiences of Maowan and the users of Double Eleven. Therefore, it is the focus of the proposal to sink and be the whole people. .
Second Road, to study Ali , it is necessary to study Tmall, understand the customers, audiences, and entrepreneurs targeted by Tmall, and how to use Maowan to achieve drainage;
should also study Youku, whether it can carry out in-depth content grafting and strengthening through the party Brand recognition, so there is a proposal for the creative program of Zhongmaowan and Youku's S-level variety show "This is Street Dance" and Youku's solo drama "Country Love";
also needs to study the full picture of Ali Group, which is a technology-driven Internet The big platform, the sense of technology and the sense of the future, is the brand image that needs to be released to the society through Maowan, the most important annual theatrical performance at the Ali group level.
Therefore, Hou Jie's team boldly proposed new concepts including 3D sports stage, dual live broadcast, vertical screen, etc., and this also allowed both parties to hit it off.
three-way, research the market. This includes research on the Internet market, such as what elements are particularly popular and which celebrities have emerged; it also includes research on the party market, especially under the epidemic this year, the party economy has suddenly risen, and Hou Jie’s team has The special director is specifically responsible for staring at this opening. He must clearly tell Hou Jie when there will be any party on the channel and what the program list looks like? How effective is each show? Which can be used for me and which must be avoided? Therefore, from this perspective, although the research to support the proposal took place from March to May 2020, the research has never ended, and continued until November.
From the first draft proposal in March to the last draft proposal in May, Dragon TV is finally finalizedDuring the cooperation with Ali, more than 50 drafts have been revised. The most rare thing about
is that the core ideas have basically taken shape in the proposal stage.
I asked, "From the proposal in May to the coming on stage in November, has there been a big change?" Z2z
Hou Jie replied, "Let's keep 70%. I am a director with strong executive ability, basically I think it is good Creativity, will spare no effort to protect it until the end."
creation (June-July 2020)
Oriental and Youku finalized the cooperation, the two sides have a set of very interesting slogans-
Youku slogan is: both need, Need and more;
Dongfang's slogan is: give straight, give all, give all.
Isn't this? Immediately Youku made a request-
do not have a party.
can't make cat night a pure party, and can't repeat the old way of connecting traditional party hosts and singing and dancing. It must be a brand new species, a brand new form.
At that time, no one knew what the double eleven carnival night was like?
So, for almost the entire June, the entire team of 20 directors spent the whole process of proposing, overthrowing, proposing, and overthrowing. The process was very painful. Even in order to break through conventional thinking, they recruited more than 20 intern directors from the post-00s and even post-05s. One idea came out. Regardless of the post-70s and post-80s, they first asked the post-00s' feelings.
was in the midst of various thoughts, and suddenly one day, a few scattered pieces of information pieced together to form a complete idea. A piece of information about
is an Ali concept that Jack Ma said when investigating Ali: "Ali’s path of innovation is very important, that is, turning the unknowable in the future into the main battlefield of people’s lives." The piece of information about
is a daily accumulation. In, Hou Jie read some articles about the American "Burning Man Day". This is a carnival like a market in the desert, with a futuristic and surrealistic color;
is a message that is in her spare time. I also like to go shopping in the market. If Tmall Double Eleven is an online episode, then should the cat night also materialize this scene?
So, the main concept of the 2020 cat night-"Future Market" was born.
cat night is no longer a traditional evening party, but a future market.
Double Eleven Carnival Night is transformed into a "future market" situation. In this market, there are different scenes, different situations, and different characters. The huge 3D sports stage of
has built two characteristics of the "Future Market": one is the sense of the future, and the other is the sense of the market. A cat night is to show you all corners of this market.
At this moment, the camera is aimed at a magic stage in the bazaar, which is about to stage a "Magic Concert" that crosses boundaries between magic and singing; at
, the camera is aimed at the cabin of the future bazaar. Song Qian and Fan Chengcheng take everyone to the future world with music;
will focus on a future radio station in the market in a while, and DJ Eason Chan will play "Be with you for a long time", "Thank you Nong" and "To Tomorrow". The three golden songs of "Dance";
is like every real market. There are all kinds of magic, singing and dancing, catwalks, etc., and there are also stalls for "singing and selling" various goods. So, the whole show The party is naturally integrated into the sales of various future market scenes;
is also like every real market, each character is "identified", may be tourists, sellers, or female agents , It may be the buyer group, this night, they are all aborigines living in this future market, with a sense of surrealism.
is no longer a traditional party, nor is it purely a situational show, but there is no doubt that it makes cat night only cat night.
group (August 2020)
After a good idea is born, the first thing you have to think about is, who will help you implement it? The
director team already had a core director and two deputy directors in March, and dozens of people in July. However, at the execution level, there must be stage art, lighting, sound, and vision. , Clothing, etc.Join as a team.
In the past, many Dragon TV evenings mostly used the local production team in Shanghai. However, the high specifications and difficulty of the cat night made it necessary to gather the nation's top production team and the trump card.
has invited first-class stage art master Tang Yan, lighting engineer Tian Weijun, sound engineer Jin Shaogang, and costumes invited award-winning new and cutting-edge costume designer Yang Donglin. It is a strong alliance.
And the most special thing is that for this visual design, two teams, DNT visual design team and Magic Digital, were invited. The reason is that the world’s first 3D sports stage is used this time. The main screen is composed of 695 movable 54CM54CM small blocks, and there are more than 60 fixed-position screens composed of sports screens. This brings a huge amount of engineering to the visual design, even if there is a three-month creative cycle, it is beyond the capacity of a team.
Another slightly "cunning" thought is that Hou Jie hopes that the two teams can compete: "When we opened a production conference later, A finished speaking and B said, B finished speaking, and A said that the entire office was 100 Many people are watching, and you’ll know if you compare it. force each other and compete with each other. In fact, they also learn from each other . In this way, each other's level will be higher, and the level of cat night will be higher."
So far, one The 400-person 2020 cat night production team was completed.
polishing (September 2020)
starting in September, the production team from all over the world will spend one production meeting after another.
Every half a month, people on the 70s and 80s get together on the fly. For two days, from morning to night, there are more than 20 programs, one program after another. Sometimes, even a production conference can only have 10 shows. After half a month, the 10 shows will be talked on the first day, and the next 10 shows will continue on the second day. What surprised me the most about
is that, usually, there is only one PPT for a party and one PPT for a program. However, this cat is late, but it is detailed to that each program has a separate PPT, which is detailed to this program. How to play with the lights, how to deal with the music, how to package the stage, and how to create creative costumes, this is unprecedented. For example,
, for example, the very shocking creative performance of "Bamboo Shadow and Piano Sound" on the cat night, in the exclusive PPT of this show, there is its costume design concept:
whether it is the seven sages of the Wei Jin bamboo forest or The current Lehua Seven. From ancient times to the present, people's yearning for freedom and persistence in ideals have been common pursuits.
clothing extracts the classical elements of literati and doctors, such as Hanfu collar, wide-clothes and belt, circumcision, etc. It is accompanied by freehand ink landscape and flowing embroidery. Tailor-made by combining the cutting and deconstruction of modern vocabulary. Let the Seven Lehua sons and the seven sages of the bamboo forest connect across time and space, and have a dialogue that traverses the past and the present.
ancient style and modern rhyme, it is fascinating.
is based on the PPT scheme of fine division of labor. Therefore, each program needs to be discussed for two or three hours. First, ask about the lighting, then the director, and then the audio. Ask one job by one job. Is the location of the machine reasonable? Is the visual beauty beautiful? To this level in detail.
Therefore, throughout September, the meeting was repeated, revised, met again, and revised again.
For example, ten drafts of the choreography of the Uncle Troupe have been revised; seven or eight drafts of Zhang Yixing’s big cloak have been revised;
For example, MIUMIU’s "The Only Flower in the World" sang is related to the fight against the epidemic, in order to express that kind of vitality. , Vitality, the main creative team not only searched through various channels of Taobao and fashion magazines to find the most suitable skirt, but also the details of the decoration on the guitar and the hair accessories of the little girl must be specially designed with floral elements.
At this point, we probably all understand why it takes 8 months for such a cat to be late.
cat night is a commercial party, but it is also a party close to art. The reason why art is art lies in its ingenuity.
is like the main concept set by Hou Jie for this cat night-chic, refined, and extreme. This concept itself expresses the connotation of art and the pursuit of aesthetics.
she from the beginning, Just rushed to do an artistic commercial party.
Acceptance (October 2020)
October is the most anxious month.
This is the most rushing time. I have to go to the stage for a meeting, go to Hangzhou to check whether the 3D stage is ready or not, I have to go to Songjiang to find the studio and set up the stage, and I have to reply to countless news from more than 90 groups, Hou Jie said "Every day people are in a torn state." The "shredding" of
is even reflected in the physiological level. At this stage, Hou Jie had serious problems with her cervical spine.
However, the whole team is waiting for her to decide one by one:
's major types of work have entered the actual acceptance stage. Clothing and videos have changed from the concept of September to the physical object of October. Paying the money and delivering the goods, some concepts If there is a gap with the real thing, it must be corrected as soon as possible; the official stage of
will be built on October 20, which is three times the construction period of previous years, because this is the largest construction volume in the history of cat night; 1:1 set-up will also be October 25 It was built in Songjiang Film and Television City, because it would be too late for all the stages to enter the official stage. The
artists entered the signing stage and began to make a schedule, during which they had to coordinate many relationships. For example, this cat night took the longest time and is also the most creative "Bamboo Shadow and Piano Sound". Although the core idea was formed in July, it was not finally polished until October-
was only for a 4-minute performance , The team spent 4 months.
Hou Jie wanted to turn "Seven Lehua" into "Seven Sages of Bamboo Grove" in the cat night. However, when he first heard about this idea, the management team refused. She spent two hours of perseverance to convince the other party:
moved with affection. Many Korean and Japanese men's groups have many performances that combine the revival of their own national culture, but the Chinese men's group currently has no such efforts;
Xiaozhi According to reason, do you choose to sing a song mechanically and repetitively and then step down, or do you want to have a new appearance that subverts the image and subverts cognition in the cat night? Which option is more helpful to the development of the men's team?
However, the seven members of Lehua Seven were scattered among the various crews to film. It was easy to call them back to sing a song. They had to perform a new adaptation of "Guangling San" with dance, RAP and classical dance. Large-scale innovation is difficult. Therefore, Hou Jie found classical dance teachers and RAP teachers, and flew to their respective drama groups to teach on-site. They communicated and rehearsed repeatedly for two months. It was not until October that they were polished into a work.
might as well think about it, do you think it's worth it?
And the answer to this value or not is your values.
Sprint (November 2020)
Finally, time has come to the 10-day countdown sprint stage.
Hou Jie said, "This is the most useful stage for the chief director. This is the stage where the most powerful execution is required." The chief director must keep an eye on all parties, hold the audience, and solve problems.
You have to implement all the established creative plans very unswervingly, not to be missing, not to cut corners, otherwise, the literary and artistic films at the time of planning may either be made into magical films or children's films.
If you want to share a "personal secret book" for doing this stage well, Hou Jie said it is "independent guarding" . This is the profound meaning she extracted from the "Huangdi Neijing", which means that when you are doing something, you must focus on it, keep your spirit and spirit, and you can't be distracted, can't move away, and keep your own god in order to keep the team. Of god.
Especially for Mao Wan, there are 20 core directors, hundreds of people on the scene, and more than 3,000 people overall. This means that a person’s mental power must radiate out circle by circle, if it is not a very powerful mental power. It is absolutely impossible for people to have such an energy field to calm them down.
"Fortunately, I still have some energy. Yin and Yang and the five elements, my horoscope is the life of fire, and it burns terribly," said Hou Jie.
So, on the night of November 10, 2020, the fire ignited the national carnival on the night of Double Eleven.
A true TV person, TV is painful and happy.
"For eight months, I was thin at first, but now I am very swollen.I only sleep for two or three hours a day, and I can't even get my fans," Hou Jie said.
However, "artists, if you have been in the creative stage for so long, and there are constantly new ideas coming out and new sparks constantly colliding, this state is very pleasant. You look at your things little by little , From imaginative things, talking on paper, to being down to earth, this kind of happiness is incomparable," she said again.
Since April, the team led by Hou Jie has made a countdown card in the office on the 16th floor of Dragon TV. Today is still a few days away from the cat night. Just yesterday, the countdown reached 0 days. In this office for eight months, the laughter, noise, and noise are all fixed in yesterday.
left this article, the author hopes to pay tribute to every serious TV person with this article.
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