Magical Trips Launch

In November 2016, Airbnb expanded beyond home sharing and introduced the concept of immersive experiences, hosted by locals around the world. Our creative strategy was to establish true people powered marketing, with our hosts’ passion and expertise front and center in every asset. Inspired by the movie industry, we established a visual system that heroized our hosts through bespoke movie posters while bringing the vibe and access of their experience to life through 30-second film trailers.  

As Copy Lead and Storyteller, I partnered with content strategy to establish a messaging framework for the entire launch. My small team crafted the narrative for the company’s evolution from homes to an end-to-end trips platform. 

Our small creative team was also responsible for the launch concept, overarching narrative, and editorial process for all film assets. Over the course of two months, our team shot, edited, and finished 365 30-second film trailers, 365 handcrafted posters, and 2,500 photos.

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Selected Press: 
Travel + Leisure, The New York Times,  Fast Company, Good Morning America, Condé Nast, Forbes, NBC, CBS, ABC

Impact: 20m views, 1800+ global press hits

 

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Team: Alex Anderson, Adam Hobbs, Chris Lynch, Ian Rowe, Dillon Petrillo, Tony Hogqvist, Hannah Hughes, Kelly Phillips, Cam Ferrin, Umlaut Films (editing partner), Studio Koto (brand partner)