TAMO RACEMO

Tata

  1. 5Strategy
  2. 25Design
  3. 70Storytelling
  4. 0Interaction

Brief

As a core element of their transformation journey ‘FutuReady’, Tata Motors were looking to unveil the new Racemo and introduce the TAMO sub-brand at the Geneva Motor Show in March.

The Racemo is the first car under the TAMO sub-brand and will drive the future of Tata Motor’s connected generation. This is Tata Motor’s foray into future mobility solutions, and we were tasked with telling the story.

Response

Receiving the brief in December, the race was on to create an engaging video that simply and effectively communicated the story behind the new concept, the new brand and the new car, as well as it’s feature in the Forza video game.

The team worked fast (and furious) through creative, storyboarding, production, filming, and post-production - turning around brief to delivery in 12 weeks.

Our challenge centered around blurring the line between virtual and reality in today’s connected world of the Internet Of Things and the Netflix Generation. Our ambition was to showcase the bold car design and the excitement of driving, whether in the city or flat-out on the racetrack.

We used the RED Dragon 6K camera and the new DJI Inspire 2 Drone to film in ultra-high definition for the backplate and lifestyle footage, using the Top Gear tracking vehicle and a precision driver from The Grand Tour. We also created a hyper-real Virtual CGI visualisation of the final vehicle, by using a stand-in reference road car. The video was delivered in 5:1 ultra-wide for the new 5K TATA motors exhibition stand.

Delivery

  • Direction
  • Storyboarding
  • Filming
  • Postproduction and grading
  • Music and sound effects

Highlights

The limited edition supercar, with only 250 units planned to be sold, and aided by our video content, was arguably the biggest sports car surprise of the 2017 Geneva Motor Show.

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    "Outstanding levels of creativity and execution...I look forward to working with Uber again as a true creative partner in our future endeavours." Pratap Bose - Global Head of Design

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Associated projects