Self Drive is the latest in Tomorrow Bureau’s long running series of studio projects titled TB-LAB. The development of self-initiated research projects is core to the creative studio’s practice, ranging from exhibitions to speculative product design, with a focus on crafting abstract narratives. TB-LAB spans multiple zones of interest, inviting exploration of emerging themes and unexpected visual territories.
In their latest project they respond to the near future of autonomous driving by investigating the aesthetics of this rapidly evolving technology. Centred around a hero car, created by automotive designer Andries Van Overbeeke, the film unfolds across three chapters: each exploring various environments, the car’s internal and external form, as well as its augmented vision, capabilities and self-driving software.
‘The biggest creative challenge was in crafting a story about an autonomous vehicle that felt new and relevant, but at the same time retaining something familiar’ said Jack Featherstone, Co Founder and Creative Director, ‘Automotive design wizard, Andries Van Overbeeke, provided us with a car design that expressed this balance perfectly… classic, stylish but also somehow incredibly futuristic.’
The conversation of autonomous vehicles and AI’s role in developing the evolving software has taken centre stage at CES 2025 this week, NVIDIA’s keynote by CEO Jensen Huang giving us the very latest insight into the shaping of this new reality. Tomorrow Bureau’s film takes us on a timely journey to experience the potential of the new everyday.
