Mark Boey ᱨᱮᱱᱟᱜ Electric Meets Reality ᱫᱚᱠᱟᱱ ᱵᱷᱤᱛᱨᱤ ᱟᱹᱛᱩᱨ ᱠᱟᱹᱛᱷ

Mark Boey ᱨᱮᱱᱟᱜ Electric Meets Reality ᱫᱚᱠᱟᱱ ᱵᱷᱤᱛᱨᱤ ᱟᱹᱛᱩᱨ ᱠᱟᱹᱛᱷ ᱫᱚ ᱵᱤᱜᱭᱟᱯᱚᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2020 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾

ᱥᱳᱱᱟᱵᱤᱜᱭᱟᱯᱚᱱ· 2020

Electric Meets Reality ᱫᱚᱠᱟᱱ ᱵᱷᱤᱛᱨᱤ ᱟᱹᱛᱩᱨ ᱠᱟᱹᱛᱷ

Mark Boey ᱞᱮᱠᱟᱛᱮ

ᱜᱟᱦᱟᱠ: MG Motors Australia

ᱵᱤᱜᱭᱟᱯᱚᱱ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ

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#100808 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪ

ᱥᱟᱭᱤᱴ ᱧᱮᱞ ᱢᱮ A' Design Award ᱨᱮ ᱧᱮᱞ ᱢᱮ ᱯᱨᱮᱥ ᱨᱤᱞᱤᱡ ᱯᱩᱨᱥᱠᱟᱨ ᱵᱮᱡ

ᱨᱚᱝ

ᱰᱤᱡᱟᱭᱤᱱ

Electric Meets Reality ᱫᱚᱠᱟᱱ ᱵᱷᱤᱛᱨᱤ ᱟᱹᱛᱩᱨ ᱠᱟᱹᱛᱷ ᱵᱟᱵᱚᱛ ᱛᱮ

ᱤᱞᱮᱠᱴᱨᱤᱠ ᱢᱤᱴᱥ ᱨᱤᱭᱟᱞᱤᱴᱤ ᱫᱚ ᱢᱤᱫᱴᱮᱱ ᱤᱱᱴᱚᱨᱮᱠᱴᱤᱵ ᱯᱨᱚᱡᱮᱠᱥᱚᱱ ᱢᱮᱯᱤᱝ ᱵᱮᱱᱟᱣ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱢᱤᱫ ᱜᱟᱲᱤ ᱟᱹᱠᱷᱨᱤᱧ ᱴᱷᱟᱶ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱟᱹᱛᱷ ᱨᱮᱭᱟᱜ ᱚᱥᱟᱨ ᱫᱚ ᱖᱕᱐᱐ ᱢᱤᱞᱤᱢᱤᱴᱚᱨ ᱟᱨ ᱩᱥᱩᱞ ᱫᱚ ᱒᱐᱐᱐ ᱢᱤᱞᱤᱢᱤᱴᱚᱨ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱨᱮᱭᱟᱜ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱪᱮᱛᱟᱱ ᱫᱚ ᱮᱯᱚᱠᱥᱤ ᱨᱮᱡᱤᱱ ᱟᱨ ᱫᱟᱨᱮ ᱛᱮ ᱛᱤ ᱛᱮ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱᱟ ᱟᱨ ᱛᱷᱨᱤ ᱰᱤᱢᱮᱱᱥᱚᱱ ᱯᱨᱤᱱᱴ ᱦᱟᱹᱴᱤᱧ ᱠᱚ ᱢᱮᱱᱟᱜᱼᱟ, ᱟᱨ ᱡᱚᱠᱷᱚᱱ ᱯᱨᱚᱡᱮᱠᱴᱚᱨ ᱠᱚ ᱵᱚᱸᱫᱚ ᱛᱟᱦᱮᱸᱱᱟ ᱩᱱ ᱡᱚᱠᱷᱚᱱ ᱱᱚᱶᱟ ᱫᱚ ᱯᱩᱸᱰ ᱟᱨ ᱪᱮᱦᱨᱟ ᱨᱮᱞᱤᱯᱷ ᱞᱮᱠᱟ ᱛᱟᱦᱮᱸᱱᱟ᱾ ᱯᱮᱭᱟ ᱯᱨᱚᱡᱮᱠᱴᱚᱨ ᱛᱮ ᱤᱨᱟᱹᱞ ᱴᱤᱯᱤᱡ ᱨᱮᱭᱟᱜ ᱮᱱᱤᱢᱮᱥᱚᱱ ᱟᱨ ᱨᱚᱝ ᱠᱚ ᱥᱮᱞᱮᱫᱚᱜᱼᱟ᱾ ᱯᱨᱚᱡᱮᱠᱥᱚᱱ ᱫᱚ ᱵᱤᱡᱞᱤ ᱨᱮᱭᱟᱜ ᱪᱤᱱᱦᱟᱹ ᱠᱟᱱᱟ ᱟᱨ ᱢᱩᱨᱛᱤ ᱫᱚ ᱥᱟᱹᱨᱤ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱪᱤᱱᱦᱟᱹ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱤᱱᱥᱴᱚᱞᱮᱥᱚᱱ ᱫᱚ ᱤᱞᱮᱠᱴᱨᱤᱠ ᱜᱟᱲᱤ ᱠᱤᱨᱤᱧ ᱦᱩᱭᱩᱜ ᱠᱟᱱ ᱦᱚᱲ ᱠᱚ ᱴᱷᱮᱱ ᱨᱮᱸᱡᱽ, ᱪᱟᱨᱡᱤᱝ, ᱨᱩᱠᱷᱤᱭᱟᱹ ᱟᱨ ᱠᱟᱹᱢᱤ ᱫᱟᱲᱮ ᱵᱟᱵᱚᱛ ᱛᱮ ᱵᱩᱡᱷᱟᱹᱣ ᱮᱢᱟ ᱠᱚᱣᱟ᱾

ᱢᱟᱱᱟᱱ

A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ

Electric Meets Reality ᱫᱚᱠᱟᱱ ᱵᱷᱤᱛᱨᱤ ᱟᱹᱛᱩᱨ ᱠᱟᱹᱛᱷ ᱫᱚ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Electric Meets Reality ᱫᱚᱠᱟᱱ ᱵᱷᱤᱛᱨᱤ ᱟᱹᱛᱩᱨ ᱠᱟᱹᱛᱷ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾

ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ

ᱯᱨᱮᱥ ᱠᱤᱴ

ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾

ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ: 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.
ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
ᱴᱮᱜ ᱠᱚ: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ: 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.
ᱜᱚᱵᱮᱥᱚᱱᱟ: 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.
ᱯᱨᱮᱨᱚᱱᱟ: 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.
ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ: October 2019 - Present
ᱠᱟᱹᱢᱤ ᱦᱚᱨ: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ: 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.