GIGAPIXEL
From smallest of details to the grandest of gestures.
To live up to ‘Be Extraordinary’, the Bentley brand promise, we set out to shoot a car in a way that had never been attempted before. Using NASA technology, we captured the world’s largest car photograph —53,000,000,000 pixels – that takes you from the epic vista to the intricate detail of a single stitch within the car.
It delivers a rare combination of art and technology; a glimpse of both the ambition and attention to detail that Bentley offers. If we printed it, the image would come out at 104 meters wide. But it’s equally powerful in our advanced interactive digital media plan.
The real success in the project was generating global non automotive PR coverage, with the campaign. The story to moved beyond usual media channels and budgets that Bentley can usually operate within. Allowing us to take a brand story as well as a product story to the 99% of potential Bentley customers who aren't interested in automotive advertising or stories, but for whom big thinking and attention to detail does resonate. It's how they themselves think, 'big'.