Introducing the LEGO Bentayga

In April 2025, IPG-X launched an exciting social-first content series for Bentley Motors, collaborating with master LEGO builder, Brickscale. And with craftsmanship at the heart of Bentley, this playful partnership demonstrated a brand truth that felt authentic and bang-on trend.

Inspired by Brickscale’s previous collaborations with the likes of Formula 1, the team at IPG-X saw an opportunity for Bentley and ran with it. Our vision was to bring Bentley’s luxury SUV, the Bentayga, to life – or should we say – to LEGO.

Known for constructing life-sized cars entirely out of LEGO Technic elements and 3D printing, Brickscale was able to capture the unique and intricate details of the Bentayga, from the signature matrix grille to the headlights. But this wasn’t just any miniature model, it was fully drivable, with working LED headlights to boot.

Our content series was strategically thought out, featuring a ‘making of’ film to give viewers an insight and BTS look at how Brickscale works – building the model Bentayga LEGO brick by LEGO brick.

Once the ‘making of’ film was complete, we were able to test drive the mini LEGO Bentayga out in the wild. So, we visited several locations where you might catch a glimpse of a full-sized Bentley, including CW1 House, Jack Barclays Bentley Retailer and the Savoy Hotel in London. But this time, the Bentley on show was rather small and very surprising.

As you’ll see from the films, the mini LEGO Bentayga brought a little dose of joy to all those who saw it. This kind of content also showcases how viral success can be driven by partnering with innovative artists and ensuring your message remains at the heart of the brand.

So far, the collaboration has generated 6.5M video views and 144K engagements through a series of 15 videos. And, with more mini Bentayga content planned, it could be one of the most successful Bentley social campaigns to date.