Electric Meets Reality Phab Ntsa Kev Paub Hauv Khw by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award Kub in Tsim Kev Tshaj Tawm, Kev Lag Luam thiab Kev Sib Txuas Lus Competition Category.
KubKev Tshaj Tawm· 2020
Electric Meets Reality Phab Ntsa Kev Paub Hauv Khw
by Mark Boey
Client: MG Motors Australia
A' Design Award Kub Winner in Kev Tshaj Tawm Category
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- Verified Award Winner
- Verify Award Status for #100808
The Design
About Electric Meets Reality Phab Ntsa Kev Paub Hauv Khw
Electric Meets Reality yog ib qho kev teeb tsa projection mapping uas sib tham tau, tsim rau ib lub khw muag tsheb. Phab ntsa muaj 6500 milimev dav thiab 2000 milimev siab. Nws lub npoo puab yog ua tes los ntawm epoxy resin thiab ntoo nrog cov khoom luam tawm peb-sab (3D), thiab tseem yog ib daim duab puab dawb thiab zoo nkauj thaum cov twj projector kaw lawm. Peb lub projector ntxiv yim feeb ntawm kev txav duab thiab xim. Cov duab projection sawv cev rau hluav taws xob thiab tus duab puab sawv cev rau qhov tseeb. Qhov kev teeb tsa no piav qhia txog kev mus deb, kev them roj hluav taws xob, kev nyab xeeb thiab kev khiav zoo rau cov neeg tuaj xyuas uas xav yuav ib lub tsheb hluav taws xob.
The Recognition
About the A' Design Award Kub
Electric Meets Reality Phab Ntsa Kev Paub Hauv Khw yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Electric Meets Reality Phab Ntsa Kev Paub Hauv Khw xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Electric Meets Reality Phab Ntsa Kev Paub Hauv Khw ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.
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.
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