Electric Meets Reality የመደብር ውስጥ ተሞክሮ ግድግዳ by Mark Boey

Electric Meets Reality የመደብር ውስጥ ተሞክሮ ግድግዳ by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award የወርቅ ሽልማት in የማስታወቂያ፣ ግብይት እና ግንኙነት ዲዛይን Competition Category.

ወርቅማስታወቂያ· 2020

Electric Meets Reality የመደብር ውስጥ ተሞክሮ ግድግዳ

by Mark Boey

Client: MG Motors Australia

A' Design Award የወርቅ ሽልማት Winner in ማስታወቂያ Category

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The Design

About Electric Meets Reality የመደብር ውስጥ ተሞክሮ ግድግዳ

ኤሌክትሪክ ከእውነታ ጋር ሲገናኝ (Electric Meets Reality) ለመኪና መሸጫ ማዕከል የተገነባ በይነተገናኝ የፕሮጀክሽን ማፒንግ ተከላ ነው። ግድግዳው 6500 ሚሊሜትር ስፋትና 2000 ሚሊሜትር ቁመት አለው። የተቀረጸው ገጽታው ከኤፖክሲ ሬዚን እና ከእንጨት በእጅ የተሰራ ሲሆን ባለሶስት አቅጣጫ በህትመት የተዘጋጁ ክፍሎችን ያካትታል፤ ፕሮጀክተሮቹ ሲጠፉም ነጭና የተዋበ የእፎይታ ቅርጻቅርጽ ሆኖ ይቀራል። ሶስት ፕሮጀክተሮች ስምንት ደቂቃ የሚፈጅ አኒሜሽንና ቀለም ይጨምራሉ። ፕሮጀክሽኖቹ ኤሌክትሪክን ሲወክሉ ቅርጻቅርጹ ደግሞ እውነታን ይወክላል። ተከላው የኤሌክትሪክ መኪና ለመግዛት ለሚያስቡ ጎብኚዎች ስለ ርቀት አቅም፣ ቻርጅ ማድረግ፣ ደህንነትና አፈጻጸም ያብራራል።

The Recognition

About the A' Design Award የወርቅ ሽልማት

Electric Meets Reality የመደብር ውስጥ ተሞክሮ ግድግዳ የA' Design Award የወርቅ ሽልማት አሸናፊ ነው፤ ይህም ለመጀመሪያ ደረጃ፣ ድንቅ እና የላቁ ዲዛይኖች የሚሰጥ እጅግ ከፍተኛ ክብር ያለው እውቅና ነው። የወርቅ አሸናፊዎች የዲዛይነሮቻቸውን ብልሃት፣ ጥበብ እና ችሎታ የሚያንጸባርቁ እጅግ ፈጠራ የተሞላባቸው፣ ራዕይ ያላቸው እና በውበታቸው የሚያስደምሙ ሥራዎች ናቸው። Electric Meets Reality የመደብር ውስጥ ተሞክሮ ግድግዳ ወደር የማይገኝለት ዋጋ የሚሰጥ እጅግ የተመሰገነ፣ አዝማሚያ ፈጣሪና ታላቅ ፈጠራ እንደሚሆን ይጠበቃል። ይህ የA' Design Award የወርቅ ሽልማትን ያሸነፈ ዲዛይን የኪነ ጥበብ፣ የሳይንስ፣ የዲዛይን እና የቴክኖሎጂ ድንበሮችን በእጅጉ የሚጠቅምና የሚያስፋፋ አስደናቂና የተከበረ ፕሮጀክት ነው። Electric Meets Reality የመደብር ውስጥ ተሞክሮ ግድግዳ ጠንካራ የፍላጎት ስሜት ይፈጥራል፣ ፍቅርን ይቀሰቅሳል፣ ፈጠራን ያበረታታል እንዲሁም ይማርከናል።

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: An interactive AR installation inside a dealership that will tip people past the 4 main barriers to buying an electric vehicle in Australia. "Range, Charging, Safety, Performance." By addressing these points, we will do what no other car manufacturer is doing and open our core demographic to buying our cars.
The MG EZS is the first mass-produced battery-powered electric vehicle within the financial reach of everyday Australians. This idea is a telegraphic demonstration of that thought. The physical constructions represent reality.
The projections represent electricity. Together they show how the MG EZS is the best affordable electric car for Australian conditions.
Dimensions & Packaging: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Tags: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Production Technology: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Design Challenge: In this piece of communications, I wanted to create a fun and engaging experience. Inspired by children's miniature toys as the core idea.
I wanted to design an installation that looks elegant without light projections on it, and then project colour and animation on top to bring it to life. The Projection mapping is like magic, and it transforms the white wall into an enchanting world of the electric car.

One of the challenges is to simplify the idea/communication playfully.
We have gone through over 50 pages of research, based on why people don't want to purchase an electric car. The results, we break down into four sections.
"Range, Charging, Safety, Performance."

The second greatest challenge is to keep the sculpture kids proof and non-toxic, a combination of Art resin and wood is used for the final piece. This process took about 6 weeks to build.
Animation production took about 6 weeks.
Research: At the top end of the market (Tesla, Jaguar, BMW), you have a lot of educated consumers who are educated about electric vehicles in Australian conditions.

At the mid-range end of the market, there are still a number of barriers for Australian consumers. We need to educate people about these barriers in a simple, engaging way.
Inspiration: This is not just any wall, it's an interactive AR installation inside a dealership that will engage people to buy an electric vehicle in Australia.

By addressing the concern, we will do what no other car manufacturer
is doing and open our core demographic to buying our cars.
The MG EZS is the first mass-produced battery-powered electric vehicle within the financial reach of everyday Australians.

This idea is a telegraphic demonstration of that thought.
The physical constructions represent reality. The projections represent electricity.
Together they show how the MG EZS is the best affordable electric car for Australian conditions.
Project Duration: October 2019 - Present
Operation Flow: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Team Members: Creative Director: Mark Boey.
Executive Producer: Adam Eden.
Art Director / Model Maker: Jacqui Hudson.
Producer: Erin Sheehan.
Tech Installation: Jack Horrocks, Shaun Sprowles.
Music: Superlunar.
Animation: Untitled Studios.