Airbnb.
The focus of the Airbnb Categories campaign was an exercise in combining two things: inspire exploration and pique interest. We did this by showcasing travel categories that spark trips people want to take—like beachfronts, amazing pools, and beautiful countrysides. My role on this project was to lead art direction and design efforts across a :30 TVC, OLV, and Social. Using the familiar vacation slideshow visual as inspiration, we elevated this trip keepsake to create bite-sized stories around these amazing stays.
Role: Art Direction, Design | Project: :30 TVC + Social Posts + OLV
Creative Directors: Rey Andrade, Thiago Gripp | Photo Director: Bridget Harris | Copywriter: Rodrigo Visconti | Photographer: Luisa Dorr | Photo Editors: Michelle Le, Amy Silverman, Phuc Pham | Producers: Allison Banna, Ximena Anguiana | Production and Color: Exile, Company3
Thousands of images were captured from real Airbnb beachfront stays along the coast of Brazil. Each individual photoshoot and Airbnb location needed to tell it’s own individual story.
Once selects were gathered I created a multitude of potential string outs. Collaborating with the team, we worked to cull things back with the objective of finding that cohesive story of a good day within them.
The same approach was used for online and social videos below, always ensuring that we leaned into a play on the uniqueness of the stay itself.
A design system was created that allowed unique concepts for each kind of Airbnb stay while enabling a cohesive and recognizable brand campaign.
