Year: 2025

Challenge:

To unveil its new brand positioning—Better Always—Tata Motors Commercial Vehicles needed to showcase 14 future-ready prototypes at the Auto Expo. But the vehicles couldn’t move. With no real-world performance or motion to lean on, we had to find a way to create visual energy, impact, and storytelling around completely static machines.

Concept:

We brought the vehicles to life using light. Through a choreography of 120 precision-programmed drones, we created in-camera light paintings that transformed still trucks into striking visual icons. No CG, no post tricks—just light, movement, and pure innovation. The result was a cinematic, clutter-breaking brand film that captured the essence of Better Always and made a powerful mark across screens and social media.

result and metrics

Total Assets Delivered:

300+

Moving Assets:

50+

Still Assets:

250+

Use:

For use across digital, social media, event

Small Commercial Vehicles

Buses & Vans

Intermediate, Light and Medium Commercial Vehicles