AIRBNB
A social campaign to Relaunch Airbnb Experiences globally.
People often book Airbnb to "live like a local," but discovering top experiences in a new place can be tough. In May 2025, Airbnb completely reimagined Experiences. My team launched campaigns in 15 cities, handling curation, creative direction, and photography production for social media.
GOAL
Make it a vibe! Encourage people to book an Experience. The world was ready to meet epic hosts, share their unique gifts, and connect with communities to learn new skills or explore new places.
HOW
I led experience curation, art direction, production, and editing oversight for dozens of international shoots—from Rome to Tokyo. We created comprehensive briefs, then hired top photographers who embedded themselves with hosts during their Experiences.
RESULTS
Delivered vibrant, inclusive, narrative-driven photography for Instagram and YouTube campaigns, press materials, and out-of-home advertising.
WHO
Photographers included Ryan Lowry, Annelise Phillips, Wendy Huynh, Paz Olivares-Droguett, Saeka Shimada. Collabrative Photo Art Directors Lindsay McAleavy, Michelle Le.
Paris
Bake with the French Bastards pastry chefs, shop the Paris flea market with a collector, explore Notre-Dame with an architect who helped restore it, or ride in a vintage Citroën with a local.
Tokyo
Sample ramen with a guru, sip matcha with a tea master, or customize a lantern using ancient techniques.
Los Angeles
Skate through Venice Beach with a pro skater, or learn airbrushing from a Los Angeles legend.
Rome
Eat the best pizza in Rome with a well-known food critic, or learn how to restore a Renaissance painting with experts.