A jewel of a Bentley at Boodles

When Mulliner, Bentley’s coachbuilding division, joined forces with fine jeweller Boodles, a unique British convertible was born. We helped bring the Boodles Continental GTC to a wider audience in a suitably eye-catching way.

Using the line ‘A cut above’, we highlighted the exclusivity of this one-of-one car by drawing parallels with a piece of fine jewellery. We also wanted to celebrate the unique collaboration between two of the oldest names in British craftsmanship, helping us communicate the bespoke nature of the Mulliner offering.

But we needed an extra facet – something that would cut through to our younger audiences on TikTok and Instagram Reels. So, we connected with Shane FU, a New-York-based artist who specialises in reality-bending motion design, to create an AR asset as striking as the car.

The result was an eye-catching film that showed a giant Boodles jewellery box emerging from their flagship Bond Street store and opening to reveal the Boodles Continental GTC inside. Caustic light from the car cast beautiful light reflections across the street, as if we were looking at a beautiful diamond. 

This collaborative content was a prime example of connected creativity. IPG-X worked closely with Shane FU to supply him with the footage of the store and the assets of the Boodles Limited Edition Continental GTC. Shane FU was then able to bring our concept to life with his AR artistry.

With 2.9 million video views, 46K engagements on Bentley’s social pages and positive chatter from the online audience across TikTok, Instagram and YouTube, it did exactly that.