BMW Group has launched the Wanderlust campaign, an initiative that encourages the brand's fans from all over the world to "Get away from the everyday routine to discover something new and risk an adventure."
Matt Wessen did a photo shoot for Mini Cooper Wanderlust Chad Marshall Beach Party.
The pictures went on billboards in Japan.
Motivating the right audience in the right way to achieve results for a specific product. Mini wanted to appeal to a young audience by planning events in a very contemporary way, through social media. Mini's target audience is young, trendy and adventurous and thus the "Wanderlust" campaign was born. 18 events in 18 cities with three short weeks. Influencers with huge twitter followings were the hosts of events that invited 25-100 of their followers with huge twitter followings themselves to events with one goal in mind: tweet your entire following. The results? More hits for Mini than had every been achieved through any other medium including all ad campaigns. Examples of events: night surfing with world class surfer with only the lights of minis illuminating him as he rode the waves, hot dogs and s'mores on the sand. The "Wanderlust" site ultimately reached far more than ever anticipated and was deemed motivational for Mini owners and prospective buyers through the many thousands of tweets.
Creative concept by Jon Manheim and Matt Wessen
Photography: Matt Wessen
Graphic design: Jon Manheim
Greg Chapman is the owner of the executive tailored clothing store located in Beverly Hills, CA. He is in business for more than 40 years. His story and the story of his family is like a movie itself. In 1967 he married the love of his life Rajashree. At that time she was one of the biggest and most beautiful Bollywood stars. Their wedding took place in India, lasted 5 days and hosted 15000 guests. After that they moved to Los Angeles and started the business. Their first client was Mr Robert Wessen.
In 1992 Robert ordered a custom suit for his collection. But never picked it up. The Rodney King Riots happened. 20 years later Greg Chapman was going through his warehouse storage and found the suit. He recognized the initials on the tag and called Robert, they stayed good friends through years. The suit fit perfectly Robert's son Matt, who was ten at the time suit was made.
We took the historical piece across America and did the photoshoot in honor of that amazing story in the land of Monument Valley.
Photography by Anna Glass
The L.A. based Freedom Artists is throwing a grand opening party this Saturday evening from 5 to 8 p.m. for its pop-up store in Malibu, California. The store, attached to the Malibu Inn, will run through August and feature art shows for local artists as well as music events and parties, said Co-Founder Tom Reese.
“We want to bring the community together through this store and at the same time tell our story,” said Reese.
The grand opening will feature works from photographer and artist Matt Wessen. According to Reese the store will be selling Freedom Artists clothing as well as collaborations with other local brands.
Party goers will be able to snap up limited edition prints as well as watch live screen-printing.
The store is located at 22969 Pacific Coast Highway, Malibu, Calif.