Tata CURVV - ATLAS Platform
The vehicle platform launch video with its features.
Bringing a Car Platform to Life
with VFX & 3D Animation.
The Challenge
How do you make a car platform—something mostly hidden under the body of a vehicle—feel exciting, futuristic, and visually stunning? That was the challenge I tackled for this launch event. The goal was to create a high-impact video that blended cinematic storytelling, 3D animation, and VFX to showcase the platform’s innovation in a way that would captivate the audience.
My Role
As the lead on this project, I was responsible for the entire direction of the video—from concept to final delivery. I worked closely with a team of two 3D artists and one motion designer, ensuring a seamless creative workflow. Beyond the creative aspects, I also handled stakeholder management, collaborating with product owners, general managers, engineers, and marketing teams at Tata Motors to align the video with the brand’s vision and technical accuracy.
The Plan
I wanted to take the viewers on a visual journey, breaking down the platform’s features while keeping them hooked with sleek motion design and immersive effects. Here’s how I approached it:
Storyboard & Concept Development
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Mapped out key scenes to ensure a logical and engaging narrative flow.
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Defined camera angles and transitions to add a cinematic touch.
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Planned dynamic sequences to highlight the platform’s design and movement.
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Used color palettes and motion references to establish the right mood.
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Worked closely with engineers and designers to ensure accuracy in visual storytelling.
3D Animation & Motion Design
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Modeled and animated the car platform in Autodesk Maya and rendered in VRED for high realism.
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Created procedural animations to demonstrate mechanical functions dynamically.
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Integrated exploded views and wireframe overlays to break down technical aspects.
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Ensured smooth camera movements and transitions for an immersive experience.
Visual Effects & Post-Production
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Added light streaks, holographic UI elements, and particle effects to enhance the futuristic look.
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Edited the video, refining timing, pacing, and flow for maximum impact.
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Selected and integrated background music to amplify the emotional and cinematic feel of the video.
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Fine-tuned color grading and compositing to make everything feel seamless.
Beyond the Video: A Design System for the Entire Launch
What started as a video design direction evolved into something bigger. The visual language and design system I created were adopted for the entire platform launch presentation—a presentation led by none other than the Vice President and Chief Product Officer of Tata Motors Passenger Vehicles Limited, Mr. Mohan Savarkar. Seeing my design work scale beyond the video and define the event’s overall look and feel was an incredible moment.
Skip to timestamp: 1:05:00 for Mr. Mohan Savarkar's presentation.
The Result
The final video became the highlight of the launch event, drawing significant attention and engagement from both internal teams and the audience.
Successfully transformed a technical subject into a visually captivating story. The combination of 3D animation, VFX, and storytelling helped simplify complex engineering concepts, making them accessible and exciting for a broad audience.
Validated the power of motion design in automotive storytelling. Instead of static images or traditional presentations, this approach added a layer of emotion and impact that resonated with the audience.
The launch presentation, built on my design system, ensured visual consistency across all event materials. From the keynote slides to marketing assets, the video’s design language set the tone for the entire event.
Received highly positive feedback from stakeholders. Engineers appreciated the technical accuracy, while marketing teams loved the high-end cinematic feel that made the product stand out.
Boosted brand perception. The polished, professional video elevated the perception of Tata Motors' innovation and design capabilities.
Key Learnings
Leadership & Collaboration Are Key
Leading a team of 3D artists and motion designers while managing stakeholder expectations taught me the value of clear communication, structured feedback, and balancing creativity with technical feasibility—ensuring we met deadlines without compromising quality.
Stakeholder Communication Makes a Huge Difference
Working closely with product owners, engineers, and marketing teams helped bridge the gap between technical accuracy and engaging storytelling. Aligning early and often ensured that the final output met both design and business objectives.
A Strong Design System Has a Lasting Impact
What started as just a video project became a design language for the entire launch presentation. This reinforced the idea that good motion design isn’t just about making things look cool—it can shape brand perception and define event experiences.
Post-Production Elements Can Elevate the Story
Beyond just animation, editing, pacing, and background music selection played a huge role in setting the tone. Music, in particular, helped build excitement and emotion, making the final video feel powerful and cinematic.
Technical and Creative Balance Matters
It was essential to blend high-end visuals with real-world physics and mechanics. The final animation wasn’t just visually stunning—it was also technically accurate, making it both a storytelling tool and an educational piece.