Airbnb Cooking—
360° Campaign
Airbnb Cooking offers travelers a way to connect on a deeper level to the authentic culture in any destination around the world. Restaurants may serve local dishes, but rarely provide access to the people and meaning behind the food. Cooking experiences introduce you to passionate hosts who connect you to local culture through the stories and recipes passed between generations.
As co-Creative Director, I was responsible for driving concept and vision across every touchpoint from ideation to launch. Our creative team developed the brand essence for the Airbnb Cooking category, which included messaging, visual identity, and storytelling theory, as well as every execution across multiple channels, platforms, and media partnerships—such as Eater and Refinery29.
We traveled to six cities around the world to capture the in-depth stories behind our featured hosts, as well as the photographic and film assets that brought the category to life.
At launch, we offered travelers access to over 3000 unique recipes in 75 countries.
Selected Press—
Good Morning America, Travel + Leisure, AFAR, Thrillist, Mashable, Washington Post, Business Insider, Food & Wine, Well + Good, Bustle, Condé Nast, Marie Claire, NPR
Impact—
5.6% increase in overall brand awareness, 1000+ global press hits
Credits
Creative Directors: Michael Smith & Khoi Phan & Ximena Keirouz
Film Directors: Michael Smith & Christian Baker & Khoi Phan
Executive Producers: Yara Khakbaz
Producers: Alyson Pullman & Lauren Parker & Mark Johnson & Aubrey Rogers
Editors: Dillon Petrillo & Adam Hobbs & Carson Porter & Andy Berner
Creative Leads: Jessica Hääg & Marguerite Carter
Writer: Cameron Hamlet
DP’s: Peter McCollough & Adam Hobbs & Chris Calnin
Photo Lead: Jan Roeykens
Social Leads: Max Gawell, Sam Salehian Hultqvist