Electric Meets Reality Aɣrab n Tirmit deg Uḥanut by Mark Boey is a highly esteemed winner of the very prestigious 2020 Tarbaḥt A' Design Award n Ddheb in Afeṣṣel n Uselɣu, Azuzen d Teywalt Competition Category.
DdhebAselɣu· 2020
Electric Meets Reality Aɣrab n Tirmit deg Uḥanut
by Mark Boey
Client: MG Motors Australia
Tarbaḥt A' Design Award n Ddheb Winner in Aselɣu Category
Verified Award Winner
Verify Award Status for #100808The Design
About Electric Meets Reality Aɣrab n Tirmit deg Uḥanut
Electric Meets Reality d asbeddi n usenǧeq n tugniwin amyigaw yettwabnan i uḥanut n uznuzu n tkeṛṛusin. Aɣrab-a yesɛa 6500 n imilimitren di tehri akked 2000 n imilimitren deg teɣzi. Udem-is yettwaneqcen yettwaxdem s ufus seg tṛuzin n ipuksi akked usɣar s iferdisen yettwasiggzen s tsiggezt s kraḍ n tsektiwin, yerna yettɣima d asenqec acebḥan icebḥen mi ara ilin isenǧaqen nsan. Kraḍ n isenǧaqen rennun-as tam n tesdatin n usmussu akked yiniten. Tugniwin yettwasenǧqen ttgensisent tatrisit, ma d asenqec yettgensis tilawt. Asbeddi-a yessefham i inerza yettxemmimen ad aɣen takeṛṛust tatrisit ɣef umecwaṛ, aɛemmeṛ, talwit akked tmellit.
The Recognition
About the Tarbaḥt A' Design Award n Ddheb
Electric Meets Reality Aɣrab n Tirmit deg Uḥanut d amerbaḥ n Tarbaḥt A' Design Award n Ddheb, tagmat tuffirt i yisnulfa n umezwaru yelhan s waṭas. Imerbaḥen n Ddheb d isnulfa d imaynuten d imeqqranen. Electric Meets Reality Aɣrab n Tirmit deg Uḥanut ad d-yefk lqima ur nesɛi amgarad, ad yeǧǧ ddunit tennuɣ.
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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