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An ever-evolving vision

All brands evolve. The strongest adapt. It’s how they grow.

That’s why Bentley has appointed two External Creative Directors. Brand advisor and designer Mai Ikuzawa and photographer Greg Williams will together bring a new kind of story-telling firepower, focused on the direction of Bentley’s advertising and the curation of its lifestyle offering.

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Mai Ikuzawa

A driving force in design

It is early 2025 and a team at Bentley are discussing the upcoming launch of a new car. The car in question is inspired by the legendary Mildred Mary Petrie. A fearless driver, pilot and speedboat racer she was famous for driving 2,164 miles in 24 hours at Montlhéry in 1929.

On a whiteboard is the face of a different driver. A modern day Bentley Girl: Mai Ikuzawa - a long-time motorsport enthusiast and designer; she’s been involved in car culture, fashion and streetwear for many years. Known for blending artistry with adrenaline, she brings an instinctive understanding of how sport and luxury intersect. She is the ideal creative to reimagine how the brand can connect with people.

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Greg Williams

An unrivalled eye for authenticity

A Bentley driver for almost 20 years, Greg understands how it feels to desire and own a Bentley.

And few people know more about capturing and crystallising authenticity. Renowned for his candid aesthetic, Greg brings a distinctly human and authentic perspective to Bentley’s campaigns and content.

In his first project for the brand – the launch of the Bentayga back in 2015 – Greg created emotive and inspiring images in ‘The Landing’ that were true to the Bentley spirit.

Now, he will take that to the next level, creating a photographic style that reflects Bentley’s world as it is today.

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Now and into the future

A cultural dream team is born

Mai and Greg bring different creative perspectives to Bentley, yet their talents are wholly complementary. Each has a unique artistic style and a deep appreciation of global culture. Crucially, they have both felt a connection with the brand for many years.

Already, the duo are defining a style for Bentley’s advertising campaigns – one that will pair authentic content with a graphic style rooted in contemporary fashion, art and design. And that is just the beginning.