Brief
Bentley's next-generation car configurator was being built by Paramex as the CGI and R&D partner. The challenge sat less in the software than in the consistency story. Photography, 3D rendering, and the live configurator all needed to look like the same Bentley regardless of channel, otherwise the brand experience fractured across surfaces.
Approach
I ran the 15-person team across R&D and CGI as the digital project manager, sitting between the Bentley brand team in Crewe and the Paramex studio. The work spanned visual-standard definition, photography-to-CGI alignment passes, asset pipeline, and integration with the configurator platform. Every milestone was reviewed against the same eye: would a marketing director recognise this as a Bentley.
Outcome
A Flying Spur in the studio and a Flying Spur in the configurator now look like the same car. The configurator went on to anchor Bentley's digital sales experience, and the visual-standard documentation produced during the engagement is still in active use by the team today.