Bentley SOCIAL
Bentley’s campaigns opened up opportunities to get creative with Instant Experiences, which were usually the social deliverables I’d work on leading up to a campaign launch.
The BRIEF:
Design Instant Experiences for Bentley’s paid social advertising that elevates campaigns with interactive creative that encourages users to explore and engage.
Overview
Instant Experiences are an opportunity to bring UX thinking and planning into a social environment. If you didn’t know Instant Experiences are essentially microsites packaged up as an in-feed social ad.
Unlike regular in-feed ads though, these don’t take the user off the Meta platform (either Facebook or Instagram) to an external site. Instead, the ad’s CTA launches a lightweight, mobile-first microsite inside the user’s social platform.
They’re made up of static assets, video assets and can include interactive components like tilt-to-pan areas or carousels. But how you arrange them can make all the difference.
bentayga speed
In 2025 Bentley launched its new Bentayga Speed with an exciting film made by IPG-X, which pits the luxury SUV against a skier, a surfer and a mountain biker in an adrenaline fuelled ad.
The selected stills from the shoot were fairly limited, with only a handful of the car “in action” being approved for use.
Bentley has taken a more editorial style approach to marketing recently, so this Instant Experience was an opportunity to create something that could expand beyond the campaign rollout - which was pretty surface level.
I took stills from the final film and created a journey that let users discover more about the work that went in behind the scenes of the ad shoot.
I made the landing video for this in After Effects.
The Instant Experience opens with a 30 second 9:16 cut of the film above, followed by a quick transition to show the campaign pack shot and headline, with an arrow bouncing up and down to encourage a user to scroll.
I also included a copy line advising the user to wear headphones, because the next piece of video content is an experiential segment.
We had some cool engine audio stems, so I wrote some copy to animate over the top and created a version that I then asked one of IPG-X’s content designers to help bring to life.
The end result was an animated sound wave that visualised the aggressive roar of the Bentayga’s engine.
The location branches were built using carousels showcasing awesome action shots from the film, paired with some short form copy lines to evoke the campaign’s mood.
At the end of each location section, I gave the user a CTA for the other two locations (in case they hadn’t seen them), plus another opportunity to check out the engine audio experience, in case they wanted to hear it again or missed it the first time round. Finally, the end CTA takes the user out to Bentley’s website where they can enquire to buy.
bentley residences
In 2023 Bentley started showcasing its swanky tower of beachfront properties with a new Bentley Residences film.
To take the users on a deep-dive into what’s on offer, I took them on a short virtual tour in the form of an Instant Experience.
First, giving an overview revealing some gorgeous rooms and features that users could pan their phone around to see more.
The overview carousel showcases some key highlights from the Bentley Residences tower, showcasing both form and function with some short copy, creating a brochure like feel as the user swipes through.
Tilt-to-pan areas create an engaging moment while the user scrolls through - stopping a thumb to take a look around a panoramic image viewed through a portrait frame
