Intelligent Details, a short documentary film commissioned by Bentley Motors, introduces Luc Donckerwolke, Director of Design, and SangYup Lee, Head of Exterior Design. Filmed in the Bentley Mulsanne in New York, Intelligent Details focuses on what inspires Luc and SangYup in their roles as design leaders for Bentley Motors. The film highlights the fusion of luxury, performance and technology within the Bentley Mulsanne and reveals the manner in which Intelligent Details was filmed, assembled and edited using the in-car connectivity and entertainment platform.

Filming exclusively on the Apple iPhone and editing on the same integrated iPads inside the Mulsanne, we were able to show just how powerful mobile computing is within the Mulsane itself.

The final component of the film came when we surprised the audience with a behind the scenes segment that revealed just how it was captured. Viewers were stunned to learn that a high-end automotive commercial could be create with the same devices in their own pocket.

Without any traditional marketing or ad buys the commercial went viral. Creating a massive conversation online.

The reach of the campaign was so big, Time Magazine’s created a timeline - to celebrate the 7th anniversary of the iPhone; showcasing the Bentley iPhone commercial as one of the most successful milestone in it’s product life.

Reaching well beyond the actual target group, to date it’s Bentley’s most successful online branding campaign.