Racemo
Tata Motors
Racemo
  • Client: Tata Motors
  • Scope: Motion

Telling the story of Tata Motor’s foray into future mobility solutions

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Challenge

Tata Motors unveiled the Racemo car under the new sub-brand TAMO for the first time at the Geneva Motor Show that will drive the future of Tata Motors’ connected generation.

Our challenge was to help Tata Motors bring their first foray into future mobility solutions to life, using a combination of CGI, filming night street scenes, for a presentation on their incredibly wide 4:1 5K LED exhibition display.

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Concept

Our concept centred 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 communicate the story behind the new concept, brand and car, as well as highlighting key associations with the Microsoft Forza video game. Once we’d created the car in virtual CGI we were able to take the audience on a journey, blurring between the lines of driving by night on the city roads and the virtual race-track world of Forza.

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Results

We used the RED Dragon 6K camera, 360 cameras and the latest drone technology to film in ultra-high definition for the backplate and lifestyle footage. With the prototype of the car still under-wraps and unable to be driven, we created a hyper-real Virtual CGI visualisation of the Racemo car.

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

  • CGI / Animation
  • Filming
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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, Tata Motors
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