Campaign Overview
Tata Steel has launched the second phase of its corporate brand campaign #WeAlsoMakeTomorrow, shifting the narrative from technology and innovation to sustainability.
Film Details
The company partnered with animator Martyn Pick and marketing agency VML to produce “Recycle of Life,” a film that visualises steel’s infinite recyclability through children and origami‑inspired transformations. The film combines live‑action, CGI and painted environments and is available on YouTube (https://www.youtube.com/watch?v=02FasB9UgO8). It is intended to illustrate continual renewal of steel.
Creative Collaboration
Martyn Pick developed a bespoke “Painting into Pixels” technique that treats digital imagery as wet paint, creating a textured look that reflects Tata Steel’s sustainable processes. He aimed to capture children’s sense of wonder as symbols of future generations.
Music Composition
The original score “Recycle Raga” was composed by Dhruv Ghanekar and performed by Carnatic vocalist Sanjay Subrahmanyan. The composition reinterprets the Indian classical raga system, mirroring the recycling theme.
Sustainability Targets
Aligned with Tata Group’s Aalingana initiative, Tata Steel has set a net‑zero target for 2045. It plans to produce 10‑15 million tonnes of steel annually via the recycling route within the next 10‑15 years. In India, the company is expanding scrap‑based steelmaking through electric arc furnaces (EAF) in Punjab and two upcoming facilities in the West and South. In Europe, it operates a 3.2 MTPA EAF at Port Talbot and pursues the Green Steel Plan in the Netherlands.
Operational Initiatives
At existing blast‑furnace sites, Tata Steel is piloting breakthrough technologies such as HIsarna and EASyMelt while increasing the use of alternative fuels, including bio‑char and natural gas, to cut carbon emissions. The firm is also expanding renewable‑energy integration and increasing scrap utilisation. As part of its circular‑economy approach, approximately 15 MTPA of industrial by‑products are being converted into valuable resources.
Availability
The film “Recycle of Life” and its making‑of video are accessible via the campaign website (https://www.wealsomaketomorrow.tatasteel.com/) and the YouTube link provided.