Electric Meets Reality Madziro eRuzivo Rwemukati meChitoro by Mark Boey

Electric Meets Reality Madziro eRuzivo Rwemukati meChitoro by Mark Boey is a highly esteemed winner of the very prestigious 2020 Mubairo weGoridhe we A' Design Award in Kushambadzira, Kutengesera neKutaurirana Competition Category.

GoridheKushambadzira· 2020

Electric Meets Reality Madziro eRuzivo Rwemukati meChitoro

by Mark Boey

Client: MG Motors Australia

Mubairo weGoridhe we A' Design Award Winner in Kushambadzira Category

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Colors

The Design

About Electric Meets Reality Madziro eRuzivo Rwemukati meChitoro

Electric Meets Reality chigadzirwa chinopindirana cheprojection mapping chakavakirwa chitoro chinotengesa mota. Madziro acho ane upamhi hwemamirimita 6500 uye urefu hwemamirimita 2000. Chiso chawo chakavezwa chakagadzirwa nemaoko kubva kuepoxy resin nematanda pamwe nezvikamu zvakadhindwa nemuchina we3D, uye rinoramba riri chivezwa chichena chakanaka kana maprojector adzimwa. Maprojector matatu anowedzera maminitsi masere emifananidzo inofamba nemavara. Zvinoratidzwa nemaprojector zvinomirira magetsi uye chivezwa chinomirira chokwadi. Chigadzirwa ichi chinotsanangura nezvedaro rinofambwa, kuchajwa, kuchengetedzeka uye kushanda kwemota kuvashanyi vari kufunga kutenga mota inoshandisa magetsi.

The Recognition

About the Mubairo weGoridhe we A' Design Award

Mubairo weGoridhe we A' Design Award wakahwinwa ne Electric Meets Reality Madziro eRuzivo Rwemukati meChitoro, rukudzo rwakakwirira kwazvo runopiwa kumadhizaini ekutanga, anoshamisa uye akanakisa. Vakunda veGoridhe mabasa ane zvitsva zvakawanda, ane chiratidzo uye anopenya, anoratidza njere, uchenjeri nehunyanzvi hwevagadziri vawo. Electric Meets Reality Madziro eRuzivo Rwemukati meChitoro inotarisirwa kuva chigadzirwa chinorumbidzwa kwazvo, chinoita mafambiro matsva uye chakakura, chinopa kukosha kusati kwamboonekwa. Dhizaini iyi yakahwina Mubairo weGoridhe we A' Design Award basa rinoshamisa, rinoremekedzwa, rinobatsira zvikuru uye rinosundira mberi miganhu yehunyanzvi, sayenzi, dhizaini netekinoroji. Electric Meets Reality Madziro eRuzivo Rwemukati meChitoro inomutsa manzwiro akasimba ekuda, inomutsa mwoyo, inokurudzira kugadzira uye inotikwezva.

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.