Electric Meets Reality Mgbidi Ahụmahụ n'ime Ụlọ Ahịa by Mark Boey is a highly esteemed winner of the very prestigious 2020 Ihe Nrite A' Design Award nke Ọlaedo in Nhazi Mgbasa Ozi Azụmaahịa, Ahịa na Nkwurịta Okwu Competition Category.
ỌlaedoMgbasa Ozi Azụmaahịa· 2020
Electric Meets Reality Mgbidi Ahụmahụ n'ime Ụlọ Ahịa
by Mark Boey
Client: MG Motors Australia
Ihe Nrite A' Design Award nke Ọlaedo Winner in Mgbasa Ozi Azụmaahịa Category
Verified Award Winner
Verify Award Status for #100808The Design
About Electric Meets Reality Mgbidi Ahụmahụ n'ime Ụlọ Ahịa
Electric Meets Reality bụ ihe nrụnye projection mapping nke mmekọrịta e wuru maka ụlọ ahịa ụgbọ ala. Mgbidi ahụ dị 6500 millimeters n'obosara na 2000 millimeters n'ịdị elu. Elu ya a kpụrụ akpụ bụ nke e ji aka mee site na epoxy resin na osisi yana akụkụ e ji ngwa mbipụta akụkụ atọ mee, ọ na-anọgide bụrụ ihe ọkpụkpụ ọcha ma maa mma mgbe a gbanyụrụ igwe nkwanye ọkụ. Igwe nkwanye ọkụ atọ na-agbakwunye nkeji asatọ nke ihe nkiri mmegharị na agba. Ihe nkwanye ọkụ ahụ na-anọchi anya ọkụ eletrik ebe ihe ọkpụkpụ ahụ na-anọchi anya eziokwu. Ihe nrụnye a na-akọwara ndị ọbịa na-eche echiche ịzụ ụgbọ ala eletrik banyere ogologo njem, ịchaji, nchekwa na arụmọrụ.
The Recognition
About the Ihe Nrite A' Design Award nke Ọlaedo
Electric Meets Reality Mgbidi Ahụmahụ n'ime Ụlọ Ahịa meriri A' Design Award nke Ọlaedo, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa mbụ, dị ịtụnanya ma pụtara ìhè. Ndị meriri na Ọlaedo bụ ihe e kere eke dị oke ọhụrụ, nwere ọhụụ ma na-egbu maramara nke na-egosipụta ọgụgụ isi, amamihe na nka nke ndị designer ha. A na-atụ anya na Electric Meets Reality Mgbidi Ahụmahụ n'ime Ụlọ Ahịa ga-abụ ihe e mepụtara kacha enweta otuto, na-edu ọnọdụ ma bụrụ ihe ncheta nke na-enye uru na-adịbeghị mgbe ọ bụla. Design a meriri A' Design Award nke Ọlaedo bụ ọrụ dị ebube, a na-asọpụrụ nke na-erite uru buru ibu ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. Electric Meets Reality Mgbidi Ahụmahụ n'ime Ụlọ Ahịa na-eweta mmetụta ọchịchọ siri ike, na-akpali agụụ, na-akwado nzụlite ihe ma na-adọrọ anyị adọrọ.
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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