Aurum Publicitas · 2020
Electric Meets Reality Murus Experientiae in Taberna
by Mark Boey
- Praemium A' Design Award Aureum 2020 in Publicitas
- CLIENT: MG Motors Australia
- Estimated Number of Design Views: 77,132
- Verification code 5BB833EFFD · Verify this award
Colors
About Electric Meets Reality Murus Experientiae in Taberna
Electrica Realitati Occurrit est installatio interactiva proiectionis figuratae pro venditione autocinetorum aedificata. Murus sex milia quingenta millimetra latus et duo milia millimetra altus est. Superficies eius sculpta manu facta est ex resina epoxide et ligno cum partibus tridimensionaliter impressis, et anaglyphum album atque elegans manet cum proiectoria exstincta sunt. Tria proiectoria octo minuta animationis et coloris addunt. Proiectiones electricitatem significant et sculptura realitatem significat. Installatio visitatoribus autocinetum electricum considerantibus spatium cursus, onerationem, securitatem et virtutem explicat.
About the Praemium A' Design Award Aureum
Electric Meets Reality Murus Experientiae in Taberna victor est Praemii A' Design Award Aureum, honoris amplissimi formis primi ordinis, mirabilibus et praestantibus dati. Victores Aurei sunt opera valde nova, provida et splendida, quae ingenium, sapientiam et peritiam auctorum suorum referunt. Exspectatur Electric Meets Reality Murus Experientiae in Taberna inventum laudatissimum, inclinationes creans et monumentale fore, quod pretium inauditum afferat. Haec forma Aureo praemio victa est incepto mirabile et honoratum, quod fines artis, scientiae, formandi rationis et technologiae promovet. Electric Meets Reality Murus Experientiae in Taberna cupiditatem vehementem excitat, studium accendit, ingenium creandi fovet et capit.
Press Kit
- 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.
