Bentley EMEA and Mubi came together for an organic creator road trip running Munich to Tuscany, with Mubi behind the wheel of a Continental GT in Pale Brodgar alongside four fellow creators.

22 IMPACT managed Mubi's participation end to end, coordinating with Bentley's PR and comms team, handling vehicle logistics, loan agreements, and driver documentation across the group.

There were no fixed deliverables and no scripted messaging. Each creator posted independently, which meant five distinct perspectives on the same journey reached five different audiences in five authentic voices.

Final edited content was delivered to Bentley for their own use. The result was a luxury automotive campaign that didn't look like one.