Золата Рэклама · 2020
Electric Meets Reality Сцяна ўзаемадзеяння ў краме
by Mark Boey
- Залатая прэмія A' Design Award 2020 in Рэклама
- CLIENT: MG Motors Australia
- Estimated Number of Design Views: 77,132
- Verification code 5BB833EFFD · Verify this award
Colors
About Electric Meets Reality Сцяна ўзаемадзеяння ў краме
Electric Meets Reality — гэта інтэрактыўная інсталяцыя з праекцыйным мапінгам, створаная для аўтасалона. Сцяна мае шырыню 6500 міліметраў і вышыню 2000 міліметраў. Яе скульптурная паверхня выраблена ўручную з эпаксіднай смалы і дрэва з дэталямі, надрукаванымі на 3D-прынтэры, і застаецца белым элегантным рэльефам, калі праектары выключаны. Тры праектары дадаюць восем хвілін анімацыі і колеру. Праекцыі сімвалізуюць электрычнасць, а скульптура — рэальнасць. Інсталяцыя тлумачыць наведвальнікам, якія разглядаюць набыццё электрамабіля, пытанні запасу ходу, зарадкі, бяспекі і прадукцыйнасці.
About the Залатая прэмія A' Design Award
Electric Meets Reality Сцяна ўзаемадзеяння ў краме — пераможца Залатой прэміі A' Design Award, надзвычай прэстыжнага прызнання, якое прысуджаецца першакласным, цудоўным і выдатным дызайнам. Залатыя пераможцы — гэта надзвычай інавацыйныя, вельмі празорлівыя і бліскуча ўражальныя творы, якія адлюстроўваюць геніяльнасць, мудрасць і майстэрства сваіх дызайнераў. Чакаецца, што Electric Meets Reality Сцяна ўзаемадзеяння ў краме — гэта вельмі ўхваляльнае, тэндэнцыйнае і манументальнае вынаходніцтва, якое дае нябачаную раней каштоўнасць. Гэты дызайн, што атрымаў Залатую прэмію A' Design Award, — спектакулярны, паважаны праект, які вельмі карысны і пашырае межы мастацтва, навукі, дызайну і тэхналогій. Electric Meets Reality Сцяна ўзаемадзеяння ў краме выклікае моцныя пачуцці жадання, абуджае запал, заахвочвае творчасць і зачароўвае нас.
Press Kit
- 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.
