Electric Meets Reality Tepamitl Tlaixnextiliztli itech Tlanamacoyan by Mark Boey is a highly esteemed winner of the very prestigious 2020 Mahuizolli A' Design Award Cozticteocuitlatl in Tlanextiliztenoyotl, Tianquiztlatecpanaliztli ihuan Tlanonotzaliztli Tlachihchihualiztli Competition Category.
CozticteocuitlatlTlanextiliztenoyotl· 2020
Electric Meets Reality Tepamitl Tlaixnextiliztli itech Tlanamacoyan
by Mark Boey
Client: MG Motors Australia
Mahuizolli A' Design Award Cozticteocuitlatl Winner in Tlanextiliztenoyotl Category
Verified Award Winner
Verify Award Status for #100808The Design
About Electric Meets Reality Tepamitl Tlaixnextiliztli itech Tlanamacoyan
Electric Meets Reality (Teotlitl Monamiqui ihuan Nelnezcayotl) ce tlachihualli tlen tlaixcopina ihuan tlanankilia, omochihchiuh ipan ce teposcalnamacoyan. Inin tepamitl quipia 6500 milimetros ipatlahuaca ihuan 2000 milimetros ihuecapan. Iixco tlachihchiuhtli omochiuh ica imma ica epoxi resina ihuan cuahuitl, ica tlamantli tlen omochiuh ica tepoztlacuilolli yeyi-tlamachiyotl, ihuan mocahua quen ce istac ihuan cualtzin tlacuicuilolli ihcuac in tlaixcopinaloni cehtoque. Yeyi tlaixcopinaloni quitlaliah chicueyi minutos ica olinilistli ihuan tlapalli. In tlaixcopinaliztli quinezcayotia in teotlitl ihuan in tlacuicuilolli quinezcayotia in nelnezcayotl. Inin tlachihualli quinmelahuilia in tlacame tlen quinequih quicohuazqueh ce teposnenqui tlen tequiti ica teotlitl, quenin hueca yauh, quenin motemitia, quenin tlamocuitlahuia ihuan quenin tequiti.
The Recognition
About the Mahuizolli A' Design Award Cozticteocuitlatl
Electric Meets Reality Tepamitl Tlaixnextiliztli itech Tlanamacoyan ca in quicuic in Mahuizolli A' Design Award Cozticteocuitlatl, huel mahuiztic tlamahuizoliztli tlen momaca in achtopa, huel cualli ihuan mahuiztic tlachihualli. In quicuicah Cozticteocuitlatl ca cenca yancuic, tlachiyani ihuan tlanextic tlachihualli in quinextia in tlamatiliztli ihuan toltecayotl. Ca quinequi in Electric Meets Reality Tepamitl Tlaixnextiliztli itech Tlanamacoyan quitlalizque yancuic tlamantli ihuan quimacazque tlazohtli. Ni dizayno in quicuic Cozticteocuitlatl ca mahuiztic tlamantli in quihuelitia in toltecayotl, tlamatiliztli, dizayno ihuan teknolohia. Electric Meets Reality Tepamitl Tlaixnextiliztli itech Tlanamacoyan quiyolchicahua ihuan quipaquiltia in tlacah.
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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