Electric Meets Reality Wal Profiad Mewn Siop by Mark Boey

Electric Meets Reality Wal Profiad Mewn Siop by Mark Boey is a highly esteemed winner of the very prestigious 2020 Gwobr Aur A' Design Award in Hysbysebu Competition Category.

AurHysbysebu· 2020

Electric Meets Reality Wal Profiad Mewn Siop

by Mark Boey

Client: MG Motors Australia

Gwobr Aur A' Design Award Winner in Hysbysebu Category

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Verified Award Winner

Verify Award Status for #100808

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

Colors

The Design

About Electric Meets Reality Wal Profiad Mewn Siop

Mae Electric Meets Reality yn osodiad mapio taflunio rhyngweithiol a adeiladwyd ar gyfer deliwr ceir. Mae'r wal yn mesur 6500 milimetr o led a 2000 milimetr o uchder. Mae ei harwyneb cerfluniedig wedi'i wneud â llaw o resin epocsi a phren gyda darnau wedi'u hargraffu'n dri dimensiwn, ac mae'n parhau'n gerfwedd wen a chain pan fo'r taflunwyr wedi'u diffodd. Mae tri thaflunydd yn ychwanegu wyth munud o animeiddio a lliw. Mae'r tafluniadau yn cynrychioli trydan ac mae'r cerflun yn cynrychioli realiti. Mae'r gosodiad yn esbonio pellter teithio, gwefru, diogelwch a pherfformiad i ymwelwyr sy'n ystyried car trydan.

The Recognition

About the Gwobr Aur A' Design Award

Mae Electric Meets Reality Wal Profiad Mewn Siop yn enillydd Gwobr Aur A' Design Award, cydnabyddiaeth aruthrol o fawreddog a roddir i ddyluniadau o'r radd flaenaf, rhyfeddol a rhagorol. Mae enillwyr Aur yn greadigaethau hynod arloesol, gweledigaethol a disglair o ysblennydd sydd yn adlewyrchu athrylith, doethineb a medrusrwydd eu dylunwyr. Disgwylir i Electric Meets Reality Wal Profiad Mewn Siop fod yn ddyfais hynod glodfawr, arloesol a chofadwy sydd yn cyflwyno gwerth digynsail. Mae'r dyluniad buddugol hwn o Wobr Aur A' Design Award yn brosiect ysblennydd a pharchus sydd yn elwa yn fawr ac yn symud ymlaen ffiniau celf, gwyddoniaeth, dylunio a thechnoleg. Mae Electric Meets Reality Wal Profiad Mewn Siop yn creu teimladau dwys o ddyhead, yn cynhyrfu angerdd, yn annog creadigrwydd ac yn ein cyfareddu.

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.