Electric Meets Reality Urukuta rw'Uburambe mu Iduka by Mark Boey

Electric Meets Reality Urukuta rw'Uburambe mu Iduka by Mark Boey is a highly esteemed winner of the very prestigious 2020 Igihembo cya A' Design Award cya Zahabu in Kwamamaza Competition Category.

ZahabuKwamamaza· 2020

Electric Meets Reality Urukuta rw'Uburambe mu Iduka

by Mark Boey

Client: MG Motors Australia

Igihembo cya A' Design Award cya Zahabu Winner in Kwamamaza Category

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Colors

The Design

About Electric Meets Reality Urukuta rw'Uburambe mu Iduka

Electric Meets Reality ni igikorwa cy'ubuhanzi gishingiye kuri porojegisiyo mapping ifitanye isano n'abayireba, cyubatswe ku iduka rigurisha imodoka. Uru rukuta rufite ubugari bwa milimetero 6500 n'uburebure bwa milimetero 2000. Uburyo bwarwo bwabajwe bwakozwe n'intoki hakoreshejwe epoxy resin n'ibiti hamwe n'ibice byacapwe muri tekinoroji ya 3D, kandi rukomeza kuba urukuta rwera kandi rwiza igihe amamashini ya porojegisiyo azimye. Amamashini ya porojegisiyo atatu yongeraho iminota umunani y'amashusho anyeganyega n'amabara. Porojegisiyo zigereranya amashanyarazi naho igishushanyo cyabajwe kigereranya ukuri. Iki gikorwa gisobanurira abashyitsi bafite igitekerezo cyo kugura imodoka ikoresha amashanyarazi ibijyanye n'intera imodoka ishobora kugenda, uburyo bwo kuyishyiramo umuriro, umutekano n'imikorere yayo.

The Recognition

About the Igihembo cya A' Design Award cya Zahabu

Electric Meets Reality Urukuta rw'Uburambe mu Iduka ni uwegukanye Igihembo cya A' Design Award cya Zahabu, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo biri ku rwego rwa mbere, bitangaje kandi by'indashyikirwa. Abegukanye Zahabu ni ibihangano birimo udushya twinshi, bifite icyerekezo kandi bimurika, bigaragaza impano, ubwenge n'ubuhanga bw'ababihanze. Electric Meets Reality Urukuta rw'Uburambe mu Iduka biteganyijwe ko izaba igihangano gishimwa cyane, gishyiraho imigendekere mishya kandi gitanga agaciro katigeze kaboneka. Iki gishushanyo cyegukanye Zahabu ni umushinga utangaje kandi wubahwa ugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Electric Meets Reality Urukuta rw'Uburambe mu Iduka itera ibyifuzo bikomeye, ikangura ishyaka, ishishikariza guhanga kandi igatwara imitima yacu.

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.