Electric Meets Reality Wall ng Karanasan sa Loob ng Tindahan by Mark Boey

Electric Meets Reality Wall ng Karanasan sa Loob ng Tindahan by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award na Ginto in Disenyo ng Pag-aanunsyo, Marketing at Komunikasyon Competition Category.

GintoPag-aanunsyo· 2020

Electric Meets Reality Wall ng Karanasan sa Loob ng Tindahan

by Mark Boey

Client: MG Motors Australia

A' Design Award na Ginto Winner in Pag-aanunsyo Category

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Colors

The Design

About Electric Meets Reality Wall ng Karanasan sa Loob ng Tindahan

Ang Electric Meets Reality ay isang interactive na projection mapping installation na ginawa para sa isang car dealership. Ang wall ay may lapad na 6500 milimetro at taas na 2000 milimetro. Ang inukit nitong ibabaw ay gawa sa kamay mula sa epoxy resin at kahoy na may mga bahaging inimprenta sa three-dimensional na paraan, at nananatiling isang puti at eleganteng relief kapag nakapatay ang mga projector. Tatlong projector ang nagdaragdag ng walong minuto ng animasyon at kulay. Ang mga projection ay kumakatawan sa elektrisidad at ang eskultura ay kumakatawan sa realidad. Ipinapaliwanag ng installation ang range, pag-charge, kaligtasan at performance sa mga bisitang nag-iisip na bumili ng electric na sasakyan.

The Recognition

About the A' Design Award na Ginto

Ang Electric Meets Reality Wall ng Karanasan sa Loob ng Tindahan ay nagwagi ng A' Design Award na Ginto, isang napakaprestihiyosong pagkilalang iginagawad sa mga disenyong pangunahing-uri, kahanga-hanga at namumukod-tangi. Ang mga nagwagi ng Ginto ay mga likhang lubhang makabago, may pananaw at nakasisilaw sa karilagan na sumasalamin sa talino, karunungan at husay ng kanilang mga tagapagdisenyo. Inaasahang ang Electric Meets Reality Wall ng Karanasan sa Loob ng Tindahan ay isang lubos na pinupuri, nagtatakda-ng-uso at monumental na imbensyon na naghahatid ng walang kapantay na halaga. Ang disenyong ito na nagwagi ng A' Design Award na Ginto ay isang kahanga-hanga at iginagalang na proyekto na lubos na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Electric Meets Reality Wall ng Karanasan sa Loob ng Tindahan ay lumilikha ng matinding damdamin ng pagnanais, gumigising ng damdamin, nagpapasigla ng pagkamalikhain at nakahuhumaling sa atin.

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.