Electric Meets Reality Puipui o le Aafiaga i totonu o le Faleoloa by Mark Boey

Electric Meets Reality Puipui o le Aafiaga i totonu o le Faleoloa by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award Auro in Mamanu Fa'alauiloa Competition Category.

AuroFa'alauiloa· 2020

Electric Meets Reality Puipui o le Aafiaga i totonu o le Faleoloa

by Mark Boey

Client: MG Motors Australia

A' Design Award Auro Winner in Fa'alauiloa Category

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Colors

The Design

About Electric Meets Reality Puipui o le Aafiaga i totonu o le Faleoloa

O le Electric Meets Reality o se fa'apipi'iga fa'afeso'ota'i o le fa'ata'atiaga o ata (projection mapping) na fausia mo se faleoloa fa'atau ta'avale. E 6500 milimita le lautele o le puipui ma le 2000 milimita le maualuga. O lona fogaeleele fa'atagata na faia i lima mai le epoxy resin ma le laupapa fa'atasi ai ma vaega na lolomiina i le tolu-itu (3D printed), ma e tumau pea o se fa'atagata pa'epa'e ma matagofie pe a tape masini fa'aata. E tolu masini fa'aata e fa'aopoopo ai le valu minute o ata fa'agaioi ma lanu. O fa'aaliga o ata e fai ma sui o le eletise ae o le fa'atagata e fai ma sui o le mea moni. O lenei fa'apipi'iga e fa'amatala ai le mamao e mafai ona alu ai, le fa'atumuina o le eletise, le saogalemu ma le malosi o le fa'atinoga i tagata asiasi o lo'o mafaufau i se ta'avale eletise.

The Recognition

About the A' Design Award Auro

O le A' Design Award Auro na manumalo ai Electric Meets Reality Puipui o le Aafiaga i totonu o le Faleoloa, o se faamaoniga matuā mamalu e tuuina atu i mamanu o le tulaga muamua, matagofie ma maoaʻe. O ē manumalo i le Auro o galuega fou tele, matuā vaai i le lumanaʻi ma susulu e faaalia ai le atamai, le poto ma le tomai o tagata mamanu. E faamoemoeina Electric Meets Reality Puipui o le Aafiaga i totonu o le Faleoloa e avea ma mea fou e matuā vivii, e faatulaga ai uiga fou ma tetele, e tuuina mai ai se tau e leʻi iai muamua. O lenei mamanu na manumalo i le A' Design Award Auro o se galuega ofoofogia, ua faaaloalogia, e aogā tele ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Electric Meets Reality Puipui o le Aafiaga i totonu o le Faleoloa e fatuina ai lagona malosi o le manaʻo, faaosofia le tuinanau, faalauiloa le fatufatuaʻi ma faamalosia i tatou.

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.