Electric Meets Reality In Store Experience Wall by Mark Boey |
Home > Winners > #100808 |
 |
|
||||
| DESIGN DETAILS | |||||
| DESIGN NAME: Electric Meets Reality PRIMARY FUNCTION: In Store Experience Wall 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life. PROJECT DURATION AND LOCATION: October 2019 - Present FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: Projection-Mapping AR (Maya, C4D, After effects, Photoshop), Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood. SPECIFICATIONS / TECHNICAL PROPERTIES: 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, RESEARCH ABSTRACT: 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. 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. ADDED DATE: 2020-02-25 12:50:44 TEAM MEMBERS (7) : 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. and Animation: Untitled Studios. IMAGE CREDITS: Mark Boey, 2019. |
||||
| Visit the following page to learn more: https://www.untld.studio/project/electri |
|||||
| CLIENT/STUDIO/BRAND DETAILS | |
 |
NAME: MG Motors Australia PROFILE: For over 90 years MG has been making cars people love to drive. Grip the wheel of an MG and you can feel generations of good times built into its DNA. Today MG is about so much more than getting from A to B. Driving one should be filled with style and most importantly fun. |
| AWARD DETAILS | |
 |
Electric Meets Reality in Store Experience Wall by Mark Boey is Winner in Advertising, Marketing and Communication Design Category, 2019 - 2020.· Press Members: Login or Register to request an exclusive interview with Mark Boey. · Click here to register inorder to view the profile and other works by Mark Boey. |
| SOCIAL |
| + Add to Likes / Favorites | Send to My Email | Comment | Testimonials | View Press-Release | Press Kit |
Did you like Mark Boey's Advertising Design?
You will most likely enjoy other award winning advertising design as well.
Click here to view more Award Winning Advertising Design.
  |
 |
