Bentley Inspirator
A next generation car configurator app, powered by your emotions.
Client: Bentley Motors
Agency: VMLY&R
Awards: 1x Winner & 2x Nomninee at BIMA Awards; 2x Commendation & 1x Shortlist at The Drum Awards
Press coverage: Bloomberg, AdWeek, The Verge, WIRED, Popular Science and LSN Global
Developed to support the launch of Bentley’s new SUV, the Bentayga, the Bentley Inspirator app was a first for the industry, driving configuration suggestion by emotional recognition.
![](https://freight.cargo.site/t/original/i/237ca5e8164f94d4f525ace50218147a5b282c852110ec375ba06a7f5b3c9354/1-Home.jpg)
During the discovery phase, I conceived and developed the idea of emotional response driving the configuration process to produce a completely bespoke Bentley.
![](https://freight.cargo.site/t/original/i/44346add3de612c483a9881fab46ad0aa21352035c7b00fcb677476e159e82e4/2-Video.jpg)
The core function of the app sits inside the Inspirator experience, an emotive brand film whereby the narrative changes depending on the subtle reactions of the user.
![](https://freight.cargo.site/t/original/i/cb2244ffa75590b467d37c48156400b59a3c860fea3e37dbcd5a5e8f83f3f74e/3-Analysis.jpg)
Based on the user’s reactions through the brand film, the app presents a Bentayga personalised to their individual preferences.
![](https://freight.cargo.site/t/original/i/dfd230f05054edead02d024b1b63c005d8a08359e3982a3fae40356dcf562e50/4-Personalised-Bentayga.jpg)
The user can explore their personalised car through magazine-like experience, detailing the touchpoints upon which their configuration is based.
![](https://freight.cargo.site/t/original/i/5c6c08437e7badb7aca09b8b503022748145476d4de2082b282a07223e012a32/5-Magazine-1.jpg)
![](https://freight.cargo.site/t/original/i/e0e7ff1e73eb10c976b7bd0282af113830fab64204aa878e9e27fc1fa89511bc/6-Magazine-2.jpg)
![](https://freight.cargo.site/t/original/i/565380a5c64f6d51f97317ff0b020fc6206b0390015fec05bc8b27719cbc4c12/12-Magazine-Side-by-Side-2.jpg)
Users can also learn about Bentley’s history in other sections of the app, and find out more about the features and specs of the Bentayga.
![](https://freight.cargo.site/t/original/i/d2033104fb54fac899c5638dc9b88f7f7bf3654bd65b373195baae156616167e/8-Menu.jpg)
![](https://freight.cargo.site/t/original/i/32f7bdb9c30c29eb38d710d55339f7334437172abc7c60d17a536e3fb2a7fa12/13-Feature-Side-by-Side.jpg)
I was on set for the shoot of the brand film.
![](https://freight.cargo.site/t/original/i/01fd0f7ed1e56070b18849a1e226cb3c107da18901d8d3a218c08805ed12d582/Photo-1.jpg)
![](https://freight.cargo.site/t/original/i/af8ae37e090d6abf473bf6cd1b0d2455bec32e555dcf8d4bc1339ec87598dee6/Photo-2.jpg)
Download here:
appstore.com/bentleyinspirator
Sam Bathe, Creative Director & Interactive Designer