The FIAT® brand partnered with one of Instagram's first and most active creator communities, #JJ, to commission its founder and top photographers to embark on a photo-documented open road adventure in the new Fiat 500L. The road trip consisted of a four city road trip, including Seattle, Portland, San Francisco and Los Angeles.

During the 4-day road trip, the #JJ team will issue five photo challenges as part of the "Open Road Challenge" contest and will host local meet-ups (InstaMeets) at designated destinations along the route. Participants who submit photos to the challenges will have a chance to win a 2015 Fiat 500L.