Tata Motors has always kept customers and their aspirations at the heart of its business.
‘Connecting Aspirations’ represents the personality of the brand as an interconnected system of mobility solutions that are intelligent, perceptive, warm and expressive. A detailed review of the recommendations put up to the Tata Motors Executive Committee led to the conclusion and the careful selection of the Brand promise – ‘Connecting Aspirations’.
The requirement of a brand AV was necessary to communicate the new identity. The need and the idea was to create a visual journey through animation and create an online buzz around the media launch.
Timeline 6 Months
The process started with development of script followed by a detailed storyboard, where we proposed visualization of video in a single static storyboard dia- gram. This schematic storyboard was designed to communicate high-level motion of the observer and observed objects (in this case their vehicles), abstracting away details that may be less important for understanding motion. At the same time, the storyboard developed relates in an intuitive way to the original video.
The music selection was critical the mood or energy of a song had to set the tone of the video. Considering the target audience, as well as the nature of their business, we selected a track of “EPIC” genre. The SFX and was done carefully to suit the aspirational blend of the visuals and merging well with the title track. The video was launched along with their Media launch and has been received well by its audiences.