Electric Meets Reality Bungbong sa Kasinatian Sulod sa Tindahan by Mark Boey

Electric Meets Reality Bungbong sa Kasinatian Sulod sa Tindahan by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award nga Bulawan in Disenyo sa Pag-anunsiyo, Pagpamaligya ug Komunikasyon Competition Category.

BulawanPag-anunsiyo· 2020

Electric Meets Reality Bungbong sa Kasinatian Sulod sa Tindahan

by Mark Boey

Client: MG Motors Australia

A' Design Award nga Bulawan Winner in Pag-anunsiyo Category

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Colors

The Design

About Electric Meets Reality Bungbong sa Kasinatian Sulod sa Tindahan

Ang Electric Meets Reality usa ka interactive nga projection mapping installation nga gitukod alang sa usa ka car dealership. Ang bungbong adunay gilapdon nga 6500 milimetros ug gitas-on nga 2000 milimetros. Ang kinulit nga nawong niini hinimo sa kamot gikan sa epoxy resin ug kahoy nga adunay mga parte nga gi-print sa three-dimensional nga paagi, ug nagpabilin nga usa ka puti ug elegante nga relief kung patay ang mga projector. Tulo ka projector ang nagdugang ug walo ka minuto nga animation ug kolor. Ang mga projection nagrepresentar sa elektrisidad ug ang eskultura nagrepresentar sa reyalidad. Ang installation nagpasabot sa range, pag-charge, kaluwasan ug performance ngadto sa mga bisita nga nagkonsiderar ug electric nga sakyanan.

The Recognition

About the A' Design Award nga Bulawan

Electric Meets Reality Bungbong sa Kasinatian Sulod sa Tindahan usa ka mananaog sa A' Design Award nga Bulawan, usa ka hilabihan ka prestihiyoso nga pag-ila nga gihatag sa unang-klase, katingalahan, ug bantogan nga mga disenyo. Ang mga mananaog sa Bulawan labihan ka bag-o, daghan og panan-aw, ug nagsidlak nga mga paglalang nga nagpakita sa henyo, kinaadman, ug kahanas sa ilang mga tigdesinyo. Gilauman nga ang Electric Meets Reality Bungbong sa Kasinatian Sulod sa Tindahan mahimong labing gidayeg, nagtakda og uso, ug monumental nga imbento nga naghatag og bili nga wala pa makita. Kini nga disenyo nga nakadaog og A' Design Award nga Bulawan usa ka makapahingangha ug gitahod nga proyekto nga labihan ka mapuslanon ug nagpalapad sa mga utlanan sa arte, siyensya, disenyo, ug teknolohiya. Electric Meets Reality Bungbong sa Kasinatian Sulod sa Tindahan nagmugna og kusog nga mga pagbati sa kaibog, nagpukaw og kahinam, nagdasig sa pagkamamugnaon, ug nagbihag kanato.

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.