WSJ viewfinders for mercedes-benz

Mercedes-Benz wanted to engage affluent millennials within the affluent audience of WSJ Magazine to promote the launch of the next edition of the C-Class. To capture their attention and maintain their interest over a four-week campaign, we commissioned an Instagram-centric, design-focused road trip, featuring Millennial style correspondent Ryan Plett.

Plett’s stunning images of the C-Class and the makers he interviewed along the journey captivated his Instagram followers and drove traffic to a bespoke paid-post section on WSJ.com, where a custom-produced video series dug into a featured furniture designer.

Working with Ryan and Hiccup Media, we met up with Los Angeles-based furniture designer Stephen Kenn, who's timelessly modern creations are imbued with a visceral sense of heritage from vintage fabrics. In a three-part docu-series, we meet the designer and hear how history informs his modern work.

Next we visited an exhibit at an iconic space in Downtown LA that plays host to inspired design events.

Here, we discuss how curiosity, authenticity and community can work together to inform their work.

/ Creative Director, Executive Producer: Todd Gilmour / Editor: Rob Medich / Photographer, Line Producer: Ryan Pleth / Video Production: Hiccup Media / Production Designer: Armen Edgarian /