Overview
From creative development through to final post, we owned the full visual lifecycle of AVINYA’s reveal. Our team delivered a conceptually rich narrative arc, captured through elevated production and premium craft, targeting a high-net-worth audience and next-gen EV adopters.
Services
- Creative Direction
Output
- Photography
Setting the tone
The first of its kind. A bold visual identity built to launch Tata’s flagship EV into the luxury space and set the tone for everything that follows.
A Statement with Intent
AVINYA was never meant to follow. Its launch demanded a visual language bold enough to redefine ambition, transcending electric mobility to shape the next chapter of TATA design.
Launching Avinya to the world
Crafted in Control
With the vehicle under strict embargo, every frame was crafted within a controlled studio environment. Our team directed and produced both film and stills in tandem, designing a visual narrative that celebrated the design of the car. The final suite of assets supported TATA’s global reveal, rolling out across digital, PR, and social channels to establish AVINYA’s presence on the world stage.
From Steel to Soul
It was important to us that, even as a prototype, AVINYA felt real.
By introducing human interaction, we broke the mould of traditional concept storytelling, positioning the car not as an abstract vision but as a glimpse into a near and tangible future.
Down to every last detail
Every transition needed to feel like an extension of the car itself, sculptural, refined, and purposeful
Rather than turn to stock, we created a library of bespoke motion elements, each designed to echo the materiality, light, and emotion of AVINYA. Using a combination of anamorphic and probe lenses, we introduced depth and texture that play with perception, tricking the eye and building a sense of wonder.
Defining a New Era
The AVINYA reveal redefined expectations for how TATA tells its story, a launch that set a new creative benchmark and signalled the brand’s evolution into the luxury EV space.
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