Categories
OOH
Challenge
In 2022, I worked on Airbnb's largest platform innovation to date—the introduction of Categories, a new way to discover homes based on their unique features. Our team faced the challenge of translating the digital experience of exploring 55 different Categories into compelling outdoor advertising that would capture the essence of this revolutionary approach to travel.
Strategy
We developed an immersive urban campaign that brought Airbnb's diverse property categories to life in major travel destinations worldwide. By strategically placing complementary advertisements at both street level and on large-scale billboards, we created a narrative journey that mirrored the discovery experience on the platform.
Impact
The campaign delivered exceptional results:
- Generated over 2 billion impressions worldwide
- Drove the highest new user acquisition rate in company history
- Contributed to Airbnb's most profitable year since its founding
This project exemplified how thoughtful outdoor advertising can translate digital innovation into tangible, city-wide experiences that resonate with consumers and drive significant business growth.
Role
Led visual strategy for the Categories campaign, managing a team of creative leads and art directors. Established visual guidelines, directed photoshoots, and oversaw image licensing and post-production to ensure exceptional quality across all outdoor installations, directly contributing to the campaign's record-breaking performance.
Television
Challenge
When I joined the campaign team working on Airbnb's brand strategy, we identified a critical opportunity: while millions knew Airbnb as a booking platform, the emotional connection between guests and the hosts who make these experiences possible remained largely invisible. Our task was to shift the narrative from transactional to relational, highlighting the unique role hosts play in creating memorable travel experiences.
Strategy
We developed a multi-channel campaign anchored by authentic, intimate moments captured in real Airbnb properties. By pairing iconic songs with candid-style content showing genuine moments in Airbnb homes, we created emotional vignettes that celebrated the human connection at the heart of the Airbnb experience. Each advertisement concluded with the simple yet powerful tagline: "Made Possible by Hosts."
Impact
The campaign resonated deeply across global markets:
- Significantly increased host inquiries and new sign-ups
- Elevated positive sentiment toward the Airbnb hosting community
- Strengthened brand differentiation by emphasizing the human element that competitors couldn't replicate
- Created a distinctive brand identity that has become synonymous with Airbnb's values
This project demonstrated how focusing on the emotional core of a service can transform brand perception and create lasting connections with both sides of a marketplace platform.
Role
Role Led a team of creative photo leads and art directors, collaborating with over 100 photographers globally. Developed comprehensive photo campaign briefs and personally directed the storytelling process - from home selection and cast coordination to image auditing. Partnered with creative directors to select music that enhanced the emotional resonance of each spot. Managed the entire post-production workflow, ensuring visual consistency and quality across all campaign assets.r
Organic Social
Challenge
The social team tasked me with creating a new series highlighting Airbnb's prestigious "Designed by" category, which features homes designed or decorated by renowned architects and interior designers. I needed to develop a visual approach that would showcase these exceptional properties while maintaining connection to our established brand identity and increasing category awareness.
Strategy
I developed an approach that extended our television campaign aesthetic while shifting focus from guests to the architectural and design elements of each home. By treating each shoot as an immersive light study, we had photographers spend two full days capturing spaces throughout different times of day. This deliberate methodology produced intimate, authentically imperfect images that conveyed the true essence and soul of each designer home.
Impact
This organic social program measurably increased awareness of Airbnb Categories, with particular growth in recognition of the "Designed by" classification. The candid perspective and thoughtful framing helped viewers feel personally present in these exceptional spaces, driving higher engagement and interest in this premium property segment.
Role
Created and established the photo art direction for the entire program. Led benchmark shoots to develop the visual foundation and created comprehensive guidelines that enabled the social team to produce similar high-quality content independently, ensuring consistent execution while optimizing production resources.
Product Pages
Challenge
I lead product landing page initiatives during key transitions, including major refreshes and new product launches. These digital touchpoints require balancing visual storytelling with clear product communication. My challenge is translating complex offerings into engaging experiences that drive conversion while maintaining brand integrity.
Strategy
I collaborate closely with marketing teams on messaging objectives and production teams on technical possibilities. I lead creative workshops exploring art directions that align with product requirements and brand positioning. Early visual guidelines establish a foundation for creative exploration while ensuring consistency.
Impact
These projects have delivered measurable results:
- Increased conversion rates through strategic visual design
- Improved user engagement metrics
- Enhanced brand perception through cohesive storytelling
- Established scalable visual systems for product iterations
This work shows how thoughtful design transforms complex information into intuitive experiences that support business objectives.
Role
Led photo creatives and art directors developing visual solutions for product pages. Facilitated collaboration between marketing, product, and development teams. Established art direction standards balancing brand guidelines with product needs. Directed photo and video production from concept through implementation.
Photo Background
With over 15 years in the photography industry, my career spans the entire creative process. I've managed both project execution and casting for prestigious editorial clients including Vogue, Interview, and Elle, alongside commercial brands such as J.Crew, Calvin Klein, Versace, Airbnb, and Sony.
This diverse background led me to creative direction, where I found my true passion. My strength lies in understanding every phase of visual storytelling—from initial briefing and creative ideation through on-set direction and post-production—allowing me to lead projects with both artistic vision and technical expertise across fashion, technology, and lifestyle sectors.