Bentley × Paramex

Fifteen people, one visual standard. Bentley's next configurator, photo-matched to CGI.

Led a 15-person R&D and CGI team building Bentley's next-generation configurator, so a Flying Spur in the studio and a Flying Spur on screen look like the same car.

Bentley Flying Spur render above the configurator paint selector

Role: Digital project manager
Year: 2021 to 2022
Team: 15 across R&D and CGI
Outcome: Visual standard still in use

The brief

Bentley's next-generation car configurator was being built with Paramex as the CGI and R&D partner. The hard part was consistency. Photography, 3D rendering and the live configurator all had to look like the same Bentley, whichever channel a customer met it in.

The approach

I ran the 15-person team across R&D and CGI, sitting between the Bentley brand team in Crewe and the Paramex studio. Visual-standard definition, photography-to-CGI alignment passes, the asset pipeline and configurator integration. Car photoshoots were coordinated so the real cars matched the digital ones.

Photographic and CGI alignment process across Bentley communication assets and the online configurator — The alignment process: photography, CGI and the configurator reviewed against the same eye.

Bentley Flying Spur render, front three-quarter view in a white studio — Flying Spur, configurator render.

Bentley Flying Spur exterior render — Exterior, photo-matched to the studio shoot.

Bentley Flying Spur interior render, cream leather — Interior.

Bentley Flying Spur wheel and brake render — Wheel and brake detail.

Bentley winged B badge render — Badge, the hardest surface to get right.

The outcome

The configurator went on to anchor Bentley's digital sales experience. The visual-standard documentation produced during the engagement is still in use by the team.

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