Electric Meets Reality Te Pakitara Wheako i roto i te Toa nā Mark Boey

Ko te hoahoa Electric Meets Reality Te Pakitara Wheako i roto i te Toa nā Mark Boey he kaitoa whakahirahira o te 2020 A' Design Award Koura i te Wāhanga Whakataetae Hoahoa Pānui Hokohoko, Whakatairanga me te Whakawhitiwhiti Kōrero.

KouraPānui Hokohoko· 2020

Electric Meets Reality Te Pakitara Wheako i roto i te Toa

nā Mark Boey

Kiritaki: MG Motors Australia

Kaitoa o te A' Design Award Koura i te Wāhanga Pānui Hokohoko

77,743

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #100808

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Electric Meets Reality Te Pakitara Wheako i roto i te Toa

Ko Electric Meets Reality he whakaturanga whakaahua whakaata pāhekoheko i hangaia mō tētahi toa hoko waka. E 6500 mitamano te whānui o te pakitara, e 2000 mitamano te teitei. Ko tōna mata whakairo he mea hanga ā-ringa mai i te wai epoxy me te rākau, me ngā wāhanga i tāia ā-ahu-toru, ā, ka noho tonu hei whakairo mā, hei whakairo huatau i te wā e weto ana ngā pūwhakaata. E toru ngā pūwhakaata e tāpiri ana i te waru meneti o te whakakori me te tae. Ko ngā whakaata e tohu ana i te hiko, ko te whakairo e tohu ana i te ao tūturu. Mā te whakaturanga e whakamārama te tawhiti haere, te whakahiko, te haumaru me te kaha ki ngā manuhiri e whakaaro ana ki tētahi waka hiko.

Te Whakamihi

Mō te A' Design Award Koura

Ko Electric Meets Reality Te Pakitara Wheako i roto i te Toa te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Electric Meets Reality Te Pakitara Wheako i roto i te Toa he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Electric Meets Reality Te Pakitara Wheako i roto i te Toa i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Inenga & Pēketanga: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Tūtohu: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Hangarau Whakanao: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: October 2019 - Present
Rerenga Mahi: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Ngā Mema o te Rōpū: 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.