Tata Motors

A full VR car configurator experience that would provoke excitement and demand


We designed and delivered a full VR car configurator experience for the Geneva International Motor Show. Customers could take a seat in a unique VR pod, featuring luxurious leather seats and HTC vive with controllers.

Once inside the VR experience, customers could select from a number of base models, configure options like wheels, paint and accessories and preview the car in a number of realistic environments. Once the configuration is completed, the customer could then choose from a number of personalised films that feature their exact car driving in a realistic environment.


TATA Motors


Geneva, Switzerland


Our team of Creatives, VR designers, VFX supervisors, CG artist, Storyboard artists and Developers created a number of concepts that were presented to the TATA Motors team.

Following the chosen route, we designed and created a full prototype VR experience in London. We then flew a team to India for 4 weeks and worked alongside TATA Elxsi to refine and build the final experience. Finally, we oversaw the delivery of the experience in Geneva.

Tata Motors
Tata Motors
Tata Motors
Tata Motors

The TATA VR experience was a star digital attraction at the Geneva International Motor Show, attracting thousands of visitors.

The success of the experience at the show has meant that Brash, TATA Elxsi and TATA Motors will continue to work on this project in the future and are currently exploring ways to roll it out India-wide, to several hundred sales centres, as part of an even broader, immersive, digital experience.