Client
Bentley Motors

Project
Inspirator

Agency
VML London

Role
UX Director

The challenge.

Bentley has always been a luxury brand with a respected heritage, but by launching the world’s first luxury SUV, Bentley wanted to change this perception, rejuvenating the brand and attracting a younger, mobile-first, tech savvy audience.

A life yet lived.

Every Bentley comes with billions of possible custom combinations tailored to tastes and lifestyle. At the heart of the Inspirator app is an interactive film that employs emotion recognition software to measure subtle facial expressions as users react to an unfolding story. A life yet lived.

The film responds dynamically as you watch, using your reactions to stimulating brand content to build a unique narrative and journey through your story. 

To create this truly personalised journey, a bank of narrative scenarios was filmed and images sourced that corresponded to a complex matrix of data science; to not only deliver a bespoke film but to map the captured attributes to custom car specifications.

The logic behind luxury.

As the user’s lifestory unfolds, the Inspirator uses complex data logic to build a sophisticated user profile. At the end of the journey this profile, alongside specific triggers tagged in each film clip, are applied to the assembly of a unique car inspiration.

Inspiration through innovation.

The user is presented with their own custom Bentley Bentayga commission including a lifestyle oriented magazine of their result; detailing features and specifications, and revealing how the car was complied to their preferences.

jonathan@jonathanvaughan.com