AIRBNB - ENCOUNTERS: LIVE LOCAL
Year: 2025
Type: Immersive Activation / Cultural Campaign
CONCEPT
We turned NYC’s subways into moving sanctuaries—an unexpected escape hidden in plain sight.
Each car became a portal to a global destination, transforming mundane commutes into cultural love letters.
🏆 Winner of the D&AD Shift x Airbnb brief — selected within 24 hours.
Celebrated for its emotional clarity, immersive storytelling, and global-local resonance.
Year: 2025
Type: Immersive Activation / Cultural Campaign
CONCEPT
We turned NYC’s subways into moving sanctuaries—an unexpected escape hidden in plain sight.
Each car became a portal to a global destination, transforming mundane commutes into cultural love letters.
🏆 Winner of the D&AD Shift x Airbnb brief — selected within 24 hours.
Celebrated for its emotional clarity, immersive storytelling, and global-local resonance.
ROLE
Creative Collaborator — Creative Direction, Concept, Copy, Visual Direction
Originated the campaign idea and tone. Co-led copywriting, design, and art direction in close collaboration with the team—shaping the narrative, visual identity, and experiential world of the project.
Creative Collaborator — Creative Direction, Concept, Copy, Visual Direction
Originated the campaign idea and tone. Co-led copywriting, design, and art direction in close collaboration with the team—shaping the narrative, visual identity, and experiential world of the project.
AUDIENCE
Gen Z urban explorers (ages 18–26)
Digitally fluent, culturally curious, and experience-driven, this audience craves emotional depth and aesthetic detail in everything they engage with. For them, travel is identity—and escape is content.
Gen Z urban explorers (ages 18–26)
Digitally fluent, culturally curious, and experience-driven, this audience craves emotional depth and aesthetic detail in everything they engage with. For them, travel is identity—and escape is content.
CULTURAL POSITIONING
This wasn’t just transit. It was transformation.
Airbnb’s values of belonging and cultural exploration came to life in motion—styled with intention, designed to stop time for a moment of wonder.
A campaign that blurred borders and honored beauty in everyday movement.
This wasn’t just transit. It was transformation.
Airbnb’s values of belonging and cultural exploration came to life in motion—styled with intention, designed to stop time for a moment of wonder.
A campaign that blurred borders and honored beauty in everyday movement.
OUTCOME & IMPACT
Developed for Airbnb as part of D&AD Shift’s 2025 cohort.
Recognized for its emotional depth and global/local fluency, this concept repositions Airbnb not just as a platform—but as a feeling in motion.
Developed for Airbnb as part of D&AD Shift’s 2025 cohort.
Recognized for its emotional depth and global/local fluency, this concept repositions Airbnb not just as a platform—but as a feeling in motion.