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.
Emotive luxury.
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.
Research and development
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.
Designed, Directed and Produced by FutureDeluxe
Client: AVATR
Creative Director: Marcus Chaloner
Senior Producer: Kavita Daggar
Executive Producer: Mike Bell
Live Action Director / Photographer: Joshua Vii
Live Action Producer: Erinn Fitzgerald
DOP: Alessandro Ubaldi
Retoucher: Philip Haynes
Art Director: Joey Phinn
Storyboards: Xavier Ren
Modelling & Texturing: Alex Whyles, Harry Warne
Design & Animation: Ben Black, Ziyad Abahussin, Yoritomo Shoji, Martin Salfity, Chris Harrison, Martin Cusano, Sam Singleton, Oskar Rene Fülöp, Harry Warne, Dennis Tiege, Dan Harper, Conlan Normington, Matthew Hopkins, Annie Ngo, Will Denning, Ismael Jiménez
Cast: Cynthia Wu, Oliver Wheeler
Edit: Noa Livnat @ Pundersons Gardens
Grade: Alex Gregory @ Harbor
Sound Design: Father
AVATR Global Design Centre
Chief Design Officer: Nader Faghihzadeh
Head of Communication Design: Younes Badi
Design Manager: Alexandra Schmidtke
Senior Strategist: Lilliann Fery
Art Directors: Lorenzo Perrotta, Daijena Wang, Stefano Gubiolo, Antonia Schwaiger
Visualisation Manager: Soumitra Sawant
3D Artist: Oliwier Sowa, Khoi Nguyen, Antoine Brigot