AVATR - Vision Xpectra

​The beginning of a new chapter for AVATR with the sculpted concept car, VISION XPECTRA, which launched at IAA Munich 2025, a celebration of emotion and design.
​To embody AVATR’s emotional luxury design philosophy, we developed a concept film that combines live-action performance with high-fidelity, CG motion design for this unique car.

​Drawing on themes of proximity, response and physical interaction between the vehicle and user, we employed distortion and projection devices to blur the lines between CG and reality, creating moments of contrast, light play, and iridescence. The result celebrates the car’s innovative design, meticulous craftsmanship and, above all, the connection between vehicle and human.

​The film had to capture the spirit of the VISION XPECTRA and resonate with a wide audience, both at the launch and across platforms beyond.

​As the concept car remained under wraps in Munich, we partnered closely with AVATR’s design and communication teams throughout development to allow the CG to reflect the vehicle’s features. By weaving live action with CG as a visual language, we crafted an experience where humanity and technology, and innovation, become emotive.​