Electric Meets Reality Paret d'Experiéncia en Botiga by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award d'Aur in Publicitat Competition Category.
AurPublicitat· 2020
Electric Meets Reality Paret d'Experiéncia en Botiga
by Mark Boey
Client: MG Motors Australia
A' Design Award d'Aur Winner in Publicitat Category
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- Verified Award Winner
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The Design
About Electric Meets Reality Paret d'Experiéncia en Botiga
Electric Meets Reality es una installacion interactiva de projeccion mapada bastida per un concessionari d'automobilas. La paret mesura 6500 millimètres de largor e 2000 millimètres de nautor. Sa susfàcia esculpida es facha a la man amb resina epòxi e fusta amb de pèças imprimidas en tres dimensions, e demòra un relèu blanc e elegant quand los projectors son atudats. Tres projectors apondon uèch minutas d'animacion e de color. Las projeccions representan l'electricitat e l'escultura representa la realitat. L'installacion explica l'autonomia, la recarga, la seguretat e las performàncias als visitaires que considèran una veitura electrica.
The Recognition
About the A' Design Award d'Aur
Electric Meets Reality Paret d'Experiéncia en Botiga a ganhat la distincion A' Design Award d'Aur, una reconeissença immensament prestigiosa acordada a de designs de primièra qualitat, meravilhoses e excellents. Los ganhaires de l'Aur son de creacions extrèmament innovantas, visionàrias e esbleugissentas, que reflectisson lo prodigi, la sabença e la proeça de lors designers. S'espèra que Electric Meets Reality Paret d'Experiéncia en Botiga siá una invencion fòrça lausada, que dintra de tendéncias e monumentala, que provesís un valor sens precedent. Aqueste design ganhaire de la distincion A' Design Award d'Aur es un projècte espectaclós e respectat, que fa un grand ben e fa avançar las frontièras de l'art, de la sciéncia, del design e de la tecnologia. Electric Meets Reality Paret d'Experiéncia en Botiga crea de sentiments intensos de desirs, evòca la passion, encoratja la creativitat e fascina.
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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