uncover the unseen.
spring 2024
in association with loyola Marymount university m-school.
as part of the conceptual brand thinking course, worked with Airbnb to create a fully integrated campaign with the objective to encourage more people to embrace the unique, authentic, and local travel experiences offered by Airbnb.
strategy
To encourage more people to embrace the unique, authentic, and local travel experiences offered by Airbnb. Young (25-45 years old), both solo and family travelers. Individuals seeking more than just a place to stay. They desire a connection with the local culture, community, and lifestyle. Tech-savvy travelers who appreciate the ease of digital booking and value personalized recommendations.
“Feel at home on your next away from home.”
tag line
“uncover the unseen”
Highlighting the discovery of hidden gems and unbeaten paths. Airbnb facilitates deeper connections with local cultures, and opens your eyes to new experiences.
creatives
media type: billboards
series of billboards highlighting a home posted on Airbnb hidden in Himachal, India with copy to support the unique travel experiences offered and how you can discover them through Airbnb.
media type: ar print ad
Using augmented reality, simply scan the QR code ad in a travel magazine with your mobile device. What initially seems like a blank page instantly transforms into a 3D home, right before your eyes.
commercial script
Title: Uncover the Unseen – A Finnish Adventure with Airbnb
Location: Ski Resort in Finland
Duration: 30 seconds
Winter day, top of a ski lift. Dramatic/cinematic 20 second montage (with letterboxing) of Eileen Gu as she unclips from a ski lift, puts on her skis and descends down a mountain. Quick cuts between on-head GoPro, aerial shots, and close ups.
Exhilarating music over the sound of the skis shredding through snow and the howling wind, as she collects incredible speed. Suddenly, Eileen veers off the main trail and camera frame.
Dramatization/cinematic ends. Letterbox disappears.
Cut to a wide shot of a cabin, where a couple is seen holding mugs of coffee on the porch, wrapped in warm clothing, expect- ing no one to be around for miles. Suddenly, Eileen pops into frame executing a flip over the couple, as they watch in awe and makes a perfect landing. The couple exchange looks, then look back at Eileen.
The camera cuts to a one-shot of her as she stops, looks over her shoulder and gives a smile, and ski’s away.
Cut back to a medium shot of the couple... the woman says to the man...
WOMAN
You said we wouldn’t be seen.
The man shrugs.
Cut to an aerial shot as it pulls aways from the cabin, we can see the couple still standing on the porch, and Eileen skiing away.
The words “Uncover the Unseen” appear on screen, followed by the Airbnb logo.
team
Nathan Martinez - copy writer/graphics
Sean sullivan - graphic design