The films for CURVV and AVINYA would form the cornerstone of interactive content experiences, supported by physical events on the ground in India. The larger of the two would be for AVINYA, where guests from the auto industry, wellness, lifestyle, fashion, and technology media platforms would move through a sensory immersion as they entered the launch event space. A mix of textures, light, sound and aromas were interwoven to help convey the attention to sensory engagement that is integral to the driver (and passenger) experience in AVINYA. These sensory touch points were mapped to specific messages – Spirit, Sustainable, Serenity and Space, amongst others, along a curved tunnel leading into the auditorium. These nebulous touch points were supported by more physically imposing technical aspects such as the 22m wide hi-res LED screen and stage revolve, providing the media guests with a 360 degree showcase of the AVINYA a concept car.
Our work on films, interactive content launch events and the IRL launch moment in Mumbai garnered extremely positive feedback from the client team, citing its effectiveness in getting global media coverage as a key strategic shift for the brand. Three days after the AVINYA launch, we received another call from the Tata team in India, about another project… time to put our seatbelts on!
Writer Credit: Paul Stanway, Executive Creative Director
Executive Producer for XYZ– Jim Sayer
Director/Creative – Martin Bennett
Producer – Keiko Nagai
DoP– Konstantin Freyer
Art Director – Richard Henley (Curvv) and Zoe Koperski (Helios/Avinya)
Production – Mustard-Berlin
Cast (Helios/Avinya) – Emily Butcher & Paul Kane
Composer – Walter Mair (Helios) and Chromium Music (Curvv)
XR Studio – Mars
Unreal Artwork – Quite Brilliant (Helios) and Realtime (Curvv)
Editor – Pete Lurie
Grade – Jon Dobson @ Wash Post