Electric Meets Reality Rindrina Fanandramana ao Anaty Fivarotana by Mark Boey

Electric Meets Reality Rindrina Fanandramana ao Anaty Fivarotana by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award Volamena in Famolavolana Dokambarotra, Varotra ary Fifandraisana Competition Category.

VolamenaDokambarotra· 2020

Electric Meets Reality Rindrina Fanandramana ao Anaty Fivarotana

by Mark Boey

Client: MG Motors Australia

A' Design Award Volamena Winner in Dokambarotra Category

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Colors

The Design

About Electric Meets Reality Rindrina Fanandramana ao Anaty Fivarotana

Electric Meets Reality dia fametrahana projection mapping ifandraisana natao ho an'ny toeram-pivarotana fiara. Ny rindrina dia mirefy 6500 milimetatra ny sakany ary 2000 milimetatra ny haavony. Ny velarany voasokitra dia vita tanana avy amin'ny resin epoxy sy hazo miaraka amin'ny singa vita pirinty telo dimanjiona, ary mijanona ho sary manta fotsy sy kanto rehefa vonoina ny fanaparitahana sary. Fanaparitahana sary telo no manampy fahitalavitra sy loko maharitra valo minitra. Ny fanaparitahana sary dia maneho ny herinaratra ary ny sary sokitra maneho ny zava-misy. Ity fametrahana ity dia manazava ny halaviran-dalana, ny fampidiran-kerinaratra, ny fiarovana ary ny fahombiazana ho an'ireo mpitsidika mihevitra ny hividy fiara mandeha amin'ny herinaratra.

The Recognition

About the A' Design Award Volamena

Nandresy ny A' Design Award Volamena ny famolavolana Electric Meets Reality Rindrina Fanandramana ao Anaty Fivarotana, fankasitrahana malaza indrindra tsy refesi-mandidy omena ny famolavolana kilasy voalohany, mahagaga ary miavaka. Ny mpandresy Volamena dia famoronana vaovao indrindra, mahay mijery lavitra ary mamirapiratra mahafinaritra izay maneho ny fahamoramoran-tsaina, ny fahendrena ary ny fahaizan'ny mpamolavola azy. Andrasana ho fikarohana mahazo ankasitrahana indrindra, mitarika ny fironana ary tsangambato ny famolavolana Electric Meets Reality Rindrina Fanandramana ao Anaty Fivarotana izay mamatsy sanda tsy mbola nisy toy izany. Ity famolavolana nandresy ny A' Design Award Volamena ity dia tetikasa mahavariana sy hajaina izay mahasoa be ary mampandroso ny sisintanin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia. Ny famolavolana Electric Meets Reality Rindrina Fanandramana ao Anaty Fivarotana dia mamorona fihetseham-po mafy momba ny faniriana, mamelona ny ahiahy, mamporisika ny fahaiza-mamorona ary mahasarika antsika.

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.