Electric Meets Reality Khoma la Zochitika M'sitolo by Mark Boey

Electric Meets Reality Khoma la Zochitika M'sitolo by Mark Boey is a highly esteemed winner of the very prestigious 2020 Mphoto ya Golide ya A' Design Award in Mapangidwe a Zolengeza, Kutsatsa Malonda ndi Kulumikizana Competition Category.

GolideZolengeza· 2020

Electric Meets Reality Khoma la Zochitika M'sitolo

by Mark Boey

Client: MG Motors Australia

Mphoto ya Golide ya A' Design Award Winner in Zolengeza Category

77,132

Verified Award Winner

Verify Award Status for #100808

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Electric Meets Reality Khoma la Zochitika M'sitolo

Electric Meets Reality ndi chipangizo cha projection mapping chomwe anthu angathe kucheza nacho, chomangidwira sitolo yogulitsa magalimoto. Khomali ndi lotalika mamilimita 6500 m'lifupi ndi mamilimita 2000 m'litali. Pamwamba pake posemedwa panapangidwa ndi manja pogwiritsa ntchito epoxy resin ndi matabwa pamodzi ndi ziwalo zosindikizidwa mu mawonekedwe a mbali zitatu, ndipo pamakhalabe chosema choyera ndi chokongola pamene ma projector azimitsidwa. Ma projector atatu amawonjezera mphindi zisanu ndi zitatu za zithunzi zoyenda ndi mitundu. Zithunzi zoonetsedwazo zikuimira magetsi ndipo chosemacho chikuimira zenizeni. Chipangizochi chimafotokozera alendo omwe akuganizira zogula galimoto yamagetsi za mtunda womwe galimoto ingayende, kuchaja, chitetezo ndi machitidwe ake.

The Recognition

About the Mphoto ya Golide ya A' Design Award

Electric Meets Reality Khoma la Zochitika M'sitolo ndi mmodzi mwa opambana a Mphoto ya Golide ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe a pamwamba, odabwitsa ndi odziwika. Opambana a Golide ndi zolengedwa zatsopano kwambiri, zoona patali ndi zonyezimira zomwe zimaonetsa luntha, nzeru ndi luso la opanga awo. Electric Meets Reality Khoma la Zochitika M'sitolo akuyembekezeka kukhala chopangidwa chotamandidwa kwambiri, chokhazikitsa zochitika ndi chachikulu chomwe chimabweretsa phindu losawonekapo kale. Mapangidwe opambana Mphoto ya Golide ya A' Design Award awa ndi ntchito yodabwitsa, yolemekezeka yomwe imapindulitsa kwambiri ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Electric Meets Reality Khoma la Zochitika M'sitolo amabweretsa zilakolako zamphamvu, kudzutsa chidwi, kulimbikitsa luso lolenga ndi kutikopa.

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.