Electric Meets Reality Muro de Experiencia na Tenda de Mark Boey

O deseño Electric Meets Reality Muro de Experiencia na Tenda de Mark Boey é un estimado gañador do moi prestixioso 2020 A' Design Award de Ouro na Categoría de Competición Deseño de Publicidade, Márketing e Comunicación.

OuroPublicidade· 2020

Electric Meets Reality Muro de Experiencia na Tenda

de Mark Boey

Cliente: MG Motors Australia

Gañador do A' Design Award de Ouro na Categoría Publicidade

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Cores

O Deseño

Sobre Electric Meets Reality Muro de Experiencia na Tenda

Electric Meets Reality é unha instalación interactiva de projection mapping construída para un concesionario de automóbiles. O muro mide 6500 milímetros de ancho e 2000 milímetros de alto. A súa superficie esculpida está feita a man con resina epoxi e madeira con pezas impresas en tres dimensións, e permanece como un relevo branco e elegante cando os proxectores están apagados. Tres proxectores engaden oito minutos de animación e cor. As proxeccións representan a electricidade e a escultura representa a realidade. A instalación explica a autonomía, a carga, a seguridade e o rendemento aos visitantes que están a considerar un coche eléctrico.

O Recoñecemento

Sobre o A' Design Award de Ouro

Electric Meets Reality Muro de Experiencia na Tenda gañou o A' Design Award de Ouro, un recoñecemento inmensamente prestixioso outorgado a deseños de primeira clase, marabillosos e sobresaíntes. Os gañadores Ouro son creacións sumamente innovadoras, visionarias e glamurosamente deslumbrantes que reflicten o xenio, a sabedoría e a destreza dos seus deseñadores. Espérase que Electric Meets Reality Muro de Experiencia na Tenda sexa unha invención moi eloxiada, pioneira e monumental que ofrece un valor sen precedentes. Este deseño gañador do A' Design Award de Ouro é un proxecto espectacular e respectado que beneficia moito a arte, a ciencia, o deseño e a tecnoloxía e fai avanzar os seus límites. Electric Meets Reality Muro de Experiencia na Tenda crea intensos sentimentos de desexo, esperta a paixón, anima a creatividade e fascina.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: 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.
Dimensións e Embalaxe: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Etiquetas: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Tecnoloxía de Produción: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Reto de Deseño: 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.
Investigación: 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.
Inspiración: 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.
Duración do Proxecto: October 2019 - Present
Fluxo de Operacións: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Membros do Equipo: 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.