Electric Meets Reality Ka Paia Hoʻoikaika ʻIke Ma Loko o ka Hale Kūʻai by Mark Boey

Electric Meets Reality Ka Paia Hoʻoikaika ʻIke Ma Loko o ka Hale Kūʻai by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award Gula in Hoʻolālā Hoʻolaha, Kūʻai Aku a me Kamaʻilio Competition Category.

GulaHoʻolaha· 2020

Electric Meets Reality Ka Paia Hoʻoikaika ʻIke Ma Loko o ka Hale Kūʻai

by Mark Boey

Client: MG Motors Australia

A' Design Award Gula Winner in Hoʻolaha 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 Ka Paia Hoʻoikaika ʻIke Ma Loko o ka Hale Kūʻai

He hana hoʻonohonoho papahele projection mapping pāhana ʻo Electric Meets Reality i kūkulu ʻia no kahi hale kūʻai kaʻa. He 6500 milimika ka laulā o ka paia a he 2000 milimika ke kiʻekiʻe. Ua hana lima ʻia kona ʻili kālai ʻia me ka resin epoxy a me ka lāʻau me nā ʻāpana i paʻi ʻia ma ke ʻano paʻi kolu, a noho ia he kiʻi kālai keʻokeʻo a nani ke pio nā mīkini kuhikuhi kukui. Hoʻohui ʻekolu mīkini kuhikuhi kukui i ʻewalu minuke o ka hoʻoneʻe kiʻi a me ke kala. Kū nā kuhikuhi kukui no ka uila a kū ke kiʻi kālai no ka ʻoiaʻiʻo. Wehewehe ka hana hoʻonohonoho i ka lōʻihi o ka holo, ka hoʻopiha uila, ka palekana a me ka hana i nā malihini e noʻonoʻo ana i ke kaʻa uila.

The Recognition

About the A' Design Award Gula

Ua lanakila ka hoʻolālā Electric Meets Reality Ka Paia Hoʻoikaika ʻIke Ma Loko o ka Hale Kūʻai i ka A' Design Award Gula, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā pae mua, kupaianaha a kūʻokoʻa. He mau hana hou loa, ʻike maka a nani hoʻolaʻa nā lanakila Gula e hōʻike ana i ka ʻuhane akamai, ka naʻauao a me ka mākau o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Electric Meets Reality Ka Paia Hoʻoikaika ʻIke Ma Loko o ka Hale Kūʻai he mea hoʻokumu i hoʻomaikaʻi nui ʻia, e hoʻokumu ana i nā ʻano hou, he nui, e hāʻawi ana i ka waiwai ʻaʻole i ʻike ʻia ma mua. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Gula he papahana kupaianaha, mahalo ʻia e hāʻawi i ka pōmaikaʻi nui a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. Hoʻāla ka hoʻolālā Electric Meets Reality Ka Paia Hoʻoikaika ʻIke Ma Loko o ka Hale Kūʻai i nā manaʻo makemake ikaika, hoʻāla i ka ʻiʻini, hoʻoulu i ka hana noʻeau a hoʻopūliki iā mākou.

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.