Electric Meets Reality Balla Eispéiris Sa Siopa by Mark Boey

Electric Meets Reality Balla Eispéiris Sa Siopa by Mark Boey is a highly esteemed winner of the very prestigious 2020 Duais Óir A' Design Award in Dearadh Fógraíochta Competition Category.

ÓrFógraíocht· 2020

Electric Meets Reality Balla Eispéiris Sa Siopa

by Mark Boey

Client: MG Motors Australia

Duais Óir A' Design Award Winner in Fógraíocht Category

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Colors

The Design

About Electric Meets Reality Balla Eispéiris Sa Siopa

Is suiteáil idirghníomhach mapála teilgin é Electric Meets Reality a tógadh do dhíolaí gluaisteán. Tá an balla 6500 milliméadar ar leithead agus 2000 milliméadar ar airde. Rinneadh a dhromchla dealbhaithe de láimh as roisín eapocsa agus adhmad le páirteanna priontáilte tríthoiseacha, agus fanann sé ina rilífe bhán galánta nuair a bhíonn na teilgeoirí múchta. Cuireann trí theilgeoir ocht nóiméad de bheochan agus dath leis. Seasann na teilgin don leictreachas agus seasann an dealbh don réaltacht. Míníonn an tsuiteáil raon, luchtú, sábháilteacht agus feidhmíocht do chuairteoirí atá ag smaoineamh ar ghluaisteán leictreach.

The Recognition

About the Duais Óir A' Design Award

Bhuaigh an dearadh Electric Meets Reality Balla Eispéiris Sa Siopa Duais Óir A' Design Award, aitheantas thar a bheith clúiteach a bhronntar ar dhearaí den chéad scoth, iontacha agus sármhaithe. Is cruthuithe an-nuálacha, fíorasacha agus drithleacha iad buaiteoirí Óir a léiríonn géiniais, eagna agus máistreacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh Electric Meets Reality Balla Eispéiris Sa Siopa ina aireagán a mholtar go mór, ceannródaíoch agus séadchomharthach a sholáthraíonn luach nach bhfacthas riamh cheana. Is tionscadal iontach, measúil é an dearadh seo a bhuaigh Duais Óir A' Design Award a dhéanann sárleas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Cruthaíonn an dearadh Electric Meets Reality Balla Eispéiris Sa Siopa mothúcháin dhian mhianta, músclaíonn sé paisean, spreagann sé cruthaitheacht agus cuireann sé draíocht orainn.

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.