Bentley Motors

Bentley Bentayga:
Explore the Possibilities

When Bentley America launched the complete Bentayga line-up for the first time, my team (at Keko Washington) and I were tasked with creating a more personalized customer experience. Using first-party data, we identified the critical passion points of Bentley's high net-worth audience, which led us to select Nashville chef and James Beard Award winner Sean Brock as the ambassador for the Bentayga's premier activation campaign.

We aimed to create a memorable experience for Bentley's customers, and we did this by making a hero film that tells the inspiring story of Sean. We filmed the video in his neighborhood in Nashville, showcasing the essence of his flagship restaurant, Audrey, while it was being built. Our campaign was designed to provide an extraordinary experience that would leave a lasting impression on Bentley's customers. Additionally, we wanted to raise awareness about the brand's latest hand-built vehicles, usually produced in limited quantities.

Roles:

• Led and established the inaugural influencer strategy and film production

• Scouted and developed relationships with ambassadors and production partners

• Hero film was promoted across multiple formats, including film trailers, social media content, and on Sean’s own social channels - letting him share and engage with his huge fan base.