Electric Meets Reality Ògiri Ìrírí Nínú Ilé Ìtajà by Mark Boey

Electric Meets Reality Ògiri Ìrírí Nínú Ilé Ìtajà by Mark Boey is a highly esteemed winner of the very prestigious 2020 Àmì-ẹ̀yẹ Wúrà A' Design Award in Àpẹẹrẹ Ìpolówó, Títajà àti Ìbánisọ̀rọ̀ Competition Category.

WúràÌpolówó· 2020

Electric Meets Reality Ògiri Ìrírí Nínú Ilé Ìtajà

by Mark Boey

Client: MG Motors Australia

Àmì-ẹ̀yẹ Wúrà A' Design Award Winner in Ìpolówó Category

77,132

Verified Award Winner

Verify Award Status for #100808

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Electric Meets Reality Ògiri Ìrírí Nínú Ilé Ìtajà

Electric Meets Reality jẹ́ iṣẹ́ ìkànnì ìtànṣán aláwòrán tí ó ní ìbáṣepọ̀ tí a kọ́ fún ilé ìtajà ọkọ̀ ayọ́kẹ́lẹ́. Ògiri náà gùn ní ẹgbẹ̀tàlélọ́gbọ̀n mílímítà (6500) ní ìbú, ó sì ga ní ẹgbẹ̀wá mílímítà (2000). Ojú rẹ̀ tí a gbẹ́ ni a fi ọwọ́ ṣe láti inú resini epoxy àti igi pẹ̀lú àwọn ẹ̀yà tí a tẹ̀ ní ọ̀nà onígun-mẹ́ta, ó sì jẹ́ iṣẹ́ ọnà funfun tí ó lẹ́wà nígbà tí àwọn ẹ̀rọ ìtànṣán bá wà ní pípa. Àwọn ẹ̀rọ ìtànṣán mẹ́ta ń fi ìṣẹ́jú mẹ́jọ ti eré aláwòrán àti àwọ̀ kún un. Àwọn ìtànṣán náà dúró fún iná mànàmáná, iṣẹ́ ọnà gbígbẹ́ náà sì dúró fún òtítọ́ ayé. Iṣẹ́ ìkànnì náà ń ṣàlàyé fún àwọn àlejò tí ń ronú láti ra ọkọ̀ ayọ́kẹ́lẹ́ oníná nípa bí ọkọ̀ ṣe lè rìn tó, bí a ṣe ń gbà á lágbára, ààbò àti agbára iṣẹ́ rẹ̀.

The Recognition

About the Àmì-ẹ̀yẹ Wúrà A' Design Award

Electric Meets Reality Ògiri Ìrírí Nínú Ilé Ìtajà jẹ́ olùborí Àmì-ẹ̀yẹ Wúrà A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe ìpele àkọ́kọ́, tó jẹ́ ìyanu tó sì yàtọ̀. Àwọn olùborí Wúrà jẹ́ àwọn ẹ̀dá tó ní ìmúṣẹ̀dá tuntun gidigidi, tó ní ojú-ìwòye tó jìnnà tó sì ń tàn yòò tí wọ́n ń ṣàfihàn ọgbọ́n, òye àti ìjáfáfá àwọn olùṣàwòṣe wọn. A retí pé Electric Meets Reality Ògiri Ìrírí Nínú Ilé Ìtajà yóò jẹ́ ohun ìmúṣẹ̀dá tí a yìn gidigidi, tó ń gbé ìtẹ̀sí kalẹ̀ tó sì jẹ́ ìrántí tó ń mú iye tí a kò rí rí wá. Àwòṣe tó borí Àmì-ẹ̀yẹ Wúrà A' Design Award yìí jẹ́ iṣẹ́ àkànṣe tó yani lẹ́nu tí a bọ̀wọ̀ fún tó ṣe anfàní gidigidi tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Electric Meets Reality Ògiri Ìrírí Nínú Ilé Ìtajà ń dá ìmọ̀lára ìfẹ́ tó lágbára sílẹ̀, ń jí ìtara, ń gbé ìṣẹ̀dá lárugẹ tó sì ń fà wá mọ́ra.

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.