Within every major airport in Canada, you find an Air Canada Maple Leaf Lounge filled with affluent travellers awaiting their flight.
As the official automotive sponsor of the lounge, BMW needed to find a way to reach this ideal target and fortify their database for future lead generation. To get these busy travellers to stop and take notice BMW had to give them something they couldn’t get anywhere else. So instead of filling the lounge with advertising they installed one-of-a-kind BMW art.
Travellers who were intrigued by these enormous art prints were directed to an auction micro-site and in addition to allow bidding also gave a background to the collection. To further insent bidding the site also explained how 100% of the proceeds raised were donated to Air Canada’s Charitable Foundation.
After three successful rounds using globally sourced photography they decided to take the auction to the next level by curating an exclusive Canadian collection.
Partnering with Javier Lovera and photography festival CONTACT, BMW enlisted us in a creative challenge; To take 5 hours to shoot the BMW of our choosing, in our own creative style and interpretation.
Lovera, a Toronto based photographer, director, and cinematographer. His first short documentary titled “Back to the Mountains” was accepted into the National Film Board of Canada Filmmaker Assistance Program.
His photography work has been published in magazines such as The Globe and Mail, The Guardian, ELLE, and FASHION Canada, and some of his recent commercial clients include Garnier, Aveeno, and FORD.