Electric Meets Reality جدار التجربة داخل المعرض by Mark Boey

Electric Meets Reality جدار التجربة داخل المعرض by Mark Boey is a highly esteemed winner of the very prestigious 2020 جائزة A' Design Award الذهبية in تصميم الإعلان والتسويق والاتصال Competition Category.

ذهبالإعلان· 2020

Electric Meets Reality جدار التجربة داخل المعرض

by Mark Boey

Client: MG Motors Australia

جائزة A' Design Award الذهبية Winner in الإعلان Category

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Verified Award Winner

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Electric Meets Reality جدار التجربة داخل المعرض

"Electric Meets Reality" هو عمل تركيبي تفاعلي قائم على تقنية الإسقاط الضوئي المُخطَّط (Projection Mapping)، صُمِّم خصيصًا لصالة عرض سيارات. يبلغ عرض الجدار 6500 مليمتر وارتفاعه 2000 مليمتر، وقد نُحت سطحه يدويًا من راتنج الإيبوكسي والخشب مع أجزاء مطبوعة ثلاثية الأبعاد، ليظل عند إطفاء أجهزة العرض نحتًا بارزًا أبيض اللون يتّسم بالأناقة. وتضيف ثلاثة أجهزة عرض ثماني دقائق من الرسوم المتحركة والألوان. تُجسِّد الإسقاطات الضوئية عنصر الكهرباء، بينما يُجسِّد النحت عنصر الواقع. ويشرح هذا العمل التركيبي للزوار الذين يفكرون في اقتناء سيارة كهربائية مفاهيم مدى القيادة والشحن والسلامة والأداء.

The Recognition

About the جائزة A' Design Award الذهبية

Electric Meets Reality جدار التجربة داخل المعرض هو فائز بجائزة A' Design Award الذهبية، وهي تقدير رفيع المكانة للغاية يُمنح للتصاميم من الدرجة الأولى والرائعة والمتميزة. والفائزون بالذهبية هم إبداعات شديدة الابتكار وعالية الرؤية ومبهرة ببريقها، تعكس نبوغ مصمميها وحكمتهم وبراعتهم. ويُتوقع أن يكون Electric Meets Reality جدار التجربة داخل المعرض اختراعًا عظيم الإشادة ورائدًا وضخم الأثر يقدم قيمة غير مسبوقة. وهذا التصميم الفائز بجائزة A' Design Award الذهبية مشروع مذهل ومحترم يعود بالنفع الكبير ويوسّع حدود الفن والعلم والتصميم والتكنولوجيا. ويخلق Electric Meets Reality جدار التجربة داخل المعرض مشاعر رغبة قوية، ويثير الشغف، ويشجع الإبداع، ويفتننا.

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.