Janssen Powers finds a "Somewhere for Everyone" with Expedia

"Few things are more instantly nostalgic than a road trip. It’s almost as if, from the second you put the car in drive, you know you’re creating a memory that will last forever." 

This is the feeling that inspired the craft behind Janssen Powers' latest campaign, created in partnership with Expedia. "Somewhere for Everyone" follows the journey of a family as they discover the wonders of the West Coast, and the unique pieces of the region that unlock layers to themselves along the way.

From early phases of planning with the Expedia team, tapping into the idea that there is a somewhere out there for everyone served as a North Star for the narrative structure. The diversity of places and experiences found along the open road (in this case, a road trip from San Francisco to Portland) allow every traveler – no matter their personality or personal taste – to experience something that truly resonates with them. 

Like all great road trips, the people who depart for their destination are often not the same people once they arrive, and for the better. Framed through the lens of a daughter's 35mm point-and-shoot camera, the film intimately portrays the small moments of discovery each family member uncovers along the way. To further bring the concept to life, Janssen drew inspiration from photographer Vivan Maier's photography work as reference to the candid and raw portraits that capture the beautiful messiness of life, adding emotional narrative depth to the film. 

Set against the awe-inspiring backdrop of the West Coast, the film balances intimate moments of connection with the vast and sweeping landscapes of the Pacific Northwest further emphasizing the families willingness to step into the unknown and welcome whatever adventure comes their way. In his work, Janssen often explores universal themes of connection and humanity and has a knack for visually translating a feeling, often without any words at all. 

"It’s similar to a film photo. Technically, it’s never perfect, but that’s kind of the point. It’s about embracing imperfection – stepping into the unknown without knowing the outcome. It’s about creating something with others. It’s about making a conscious decision to say ‘Yes’ to anything and everything that the road may bring."

- Janssen Powers