Adventures—
Category Launch
Airbnb Adventures are multi-day trips to off-the-beaten path destinations—with activities, accommodations, and meals included. The product was launched as an antithesis to commoditized, exclusive, and predictable adventure travel, offering instead the opportunity to immerse in local cultures through hosted access.
Our creative team developed a strategy that presented adventure travel as a transformative and life-changing experience accessible for everybody, not just adrenaline junkies. We focused on curious travelers, often out of their comfort zone, and captured their journey as they embraced the unexpected and developed deep connections to their destination and fellow travelers.
We established the brand identity, art direction, and messaging, and produced host-led documentaries and photography that lived across marketing channels. I also led a team of seven to launch a social campaign with over 60 deliverables across channels.
We filmed on five continents with small, mobile teams. I directed two of the shoots, one in the Swedish archipelagos and the other on the Galápagos Islands.
Selected Press—
Tech Crunch, Fast Company, Vogue, Travel + Leisure, Apartment Therapy, Business Insider, Hypebeast, Bustle
Impact—
502.9M impressions, 226k engagements, 16.7k content shares, and over 3,500 global press hits
For the launch of Airbnb Adventures, we built a bold activation: a mystery trip to Oman for six strangers. We put a “take the leap” button on our site, cast a global crew, booked their travel, and told them only to show up at the airport. Armed with GoPros, they captured every moment of anticipation and discovery themselves
Credits
Creative Directors: Michael Smith & Khoi Phan & Ximena Keirouz
Film Directors: Michael Smith & Christian Baker & Khoi Phan
Assistant Director: Alex Morelli
DP: Tim Kellner
Executive Producers: Yara Khakbaz
Producers: Alyson Pullman & Lauren Parker & Mark Johnson
Editors: Dillon Petrillo & Adam Hobbs & Carson Porter & Andy Berner
Creative Leads: Jessica Hääg & Marguerite Carter
DP’s: Peter McCollough & Adam Hobbs & Tim Kellner
Photo Lead: Jan Roeykens
Social Leads: Max Gawell, Sam Salehian Hultqvist