Electric Meets Reality Ubonda Lokuhlangenwe Nakho Esitolo by Mark Boey

Electric Meets Reality Ubonda Lokuhlangenwe Nakho Esitolo by Mark Boey is a highly esteemed winner of the very prestigious 2020 Umklomelo Wegolide we-A' Design Award in Ukukhangisa Competition Category.

IgolideUkukhangisa· 2020

Electric Meets Reality Ubonda Lokuhlangenwe Nakho Esitolo

by Mark Boey

Client: MG Motors Australia

Umklomelo Wegolide we-A' Design Award Winner in Ukukhangisa Category

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Colors

The Design

About Electric Meets Reality Ubonda Lokuhlangenwe Nakho Esitolo

I-Electric Meets Reality iwumsebenzi wokufakwa kwe-projection mapping osebenzisanayo owakhelwe indawo yokuthengisa izimoto. Ubonda bulinganiselwa ku-6500 amamilimitha ububanzi kanye no-2000 amamilimitha ukuphakama. Ingaphandle lawo elibaziwe lenziwe ngesandla ngeresini ye-epoxy nokhuni kanye nezingxenye eziprintwe ngendlela enemikhawulo emithathu (3D), futhi lihlala liyisithombe esiqoshiwe esimhlophe nesinobuhle uma amaprojektha ecishiwe. Amaprojektha amathathu engeza imizuzu eyisishiyagalombili ye-animation nombala. Ama-projection amele ugesi kanti isithombe esiqoshiwe simele iqiniso. Lo msebenzi uchazela izivakashi ezicabanga ukuthenga imoto kagesi mayelana nebanga, ukushajwa, ukuphepha kanye nokusebenza kwayo.

The Recognition

About the Umklomelo Wegolide we-A' Design Award

Electric Meets Reality Ubonda Lokuhlangenwe Nakho Esitolo iwinile uMklomelo Wegolide we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo yeklasi yokuqala, emangalisayo nephawulekile. Abawinile beGolide yimiklamo emisha kakhulu, enombono ongaphambili futhi egqamile ebonisa ubuhlakani, ukuhlakanipha nobuchule babaklami babo. Electric Meets Reality Ubonda Lokuhlangenwe Nakho Esitolo ilindeleke ukuba ibe yinto entsha edunyiswe kakhulu, ebeka isitayela futhi ebalulekile elethe inani elingakaze libonwe. Lo mklamo owinile uMklomelo Wegolide we-A' Design Award ungumgomo omangalisayo nohlonishwayo osiza kakhulu futhi osunduza imingcele yobuciko, isayensi, ukuklama nobuchwepheshe. Electric Meets Reality Ubonda Lokuhlangenwe Nakho Esitolo idala imizwa ejulile yesifiso, ivuse intshiseko, ikhuthaze ukudala futhi iyasiheha.

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.