Electric Meets Reality Dinding Pengalaman di Dalam Toko oleh Mark Boey

Karya Electric Meets Reality Dinding Pengalaman di Dalam Toko oleh Mark Boey adalah pemenang yang sangat dihormati dari 2020 A' Design Award Emas yang sangat bergengsi dalam Kategori Kompetisi Desain Periklanan, Pemasaran dan Komunikasi.

EmasPeriklanan· 2020

Electric Meets Reality Dinding Pengalaman di Dalam Toko

oleh Mark Boey

Klien: MG Motors Australia

Pemenang A' Design Award Emas dalam Kategori Periklanan

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Tentang Electric Meets Reality Dinding Pengalaman di Dalam Toko

Electric Meets Reality adalah instalasi projection mapping interaktif yang dibangun untuk sebuah dealer mobil. Dinding tersebut berukuran lebar 6500 milimeter dan tinggi 2000 milimeter. Permukaannya yang dipahat dibuat secara manual dari resin epoksi dan kayu dengan komponen cetak tiga dimensi, dan tetap menjadi relief putih yang elegan ketika proyektor dimatikan. Tiga proyektor menambahkan animasi dan warna selama delapan menit. Proyeksi tersebut mewakili listrik, sementara pahatannya mewakili realitas. Instalasi ini menjelaskan jangkauan, pengisian daya, keselamatan, dan performa kepada pengunjung yang sedang mempertimbangkan mobil listrik.

Pengakuan

Tentang A' Design Award Emas

Electric Meets Reality Dinding Pengalaman di Dalam Toko adalah pemenang A' Design Award Emas, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas satu, menakjubkan, dan menonjol. Pemenang Emas adalah kreasi yang sangat inovatif, visioner, dan berkilau memukau yang mencerminkan kejeniusan, kebijaksanaan, dan kepiawaian para desainernya. Electric Meets Reality Dinding Pengalaman di Dalam Toko diharapkan menjadi penemuan yang sangat dipuji, perintis tren, dan monumental yang memberikan nilai tanpa preseden. Desain pemenang A' Design Award Emas ini adalah proyek yang spektakuler dan disegani yang sangat bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Electric Meets Reality Dinding Pengalaman di Dalam Toko menciptakan perasaan keinginan yang kuat, membangkitkan gairah, mendorong kreativitas, dan memukau kita.

Di Balik Desain

Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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.
Dimensi & Kemasan: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Tag: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Teknologi Produksi: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: October 2019 - Present
Alur Operasi: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Anggota Tim: 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.