Cooking on Airbnb
Role: Creative Lead

My role as the creative lead was to drive the creative vision across every touchpoint from start to finish. In partnership with a copy, film, and marketing leads, we developed the brand essence for Airbnb Cooking Experiences. This 360° brand package was composed of visual identity, host films, photo art direction, messaging, social executions, core marketing ideas and media partnerships.

After crafting the brand essence, my team traveled to Mexico, Japan, Italy, Singapore and Portugal to capture host stories and creative assets to be used for our launch on airbnb.com as well as top of funnel touch points.

Cooking on Airbnb officially launched on November 23, 2019, offering guests the opportunity to experience 3000 unique recipes from over 75 countries.

Credits: Airbnb Creative

COOKING Mini DocS

We set out to document a collection of our most unique Cooking experiences, celebrating our host stories and family recipes.

Product: Marketing Landing page

I worked with a team of product designers, content strategist, engineers and photo editors to build a comprehensive product marketing page. Aiming to inspire and educate users about Cooking experiences, and how they are unique.

Cooking scholarship at slow food institute with david chang

We launched a search for 100 best homecooks around the world. Offering an all-expense trip to Italy, to refine family recipes alongside top experts including David Chang and his mum. The story was broken by the Associated Press, who led with the news of the category and how we have launched a global talent search for 100 of the world's best homecooks to celebrate. Successful applicants will be sent on a once-in-a-lifetime trip to Italy, where they will learn to refine their family recipes alongside experts chefs such as David Chang (and his mum!) and appear in an Airbnb cookbook in 2020. This contest garnered over 800 global PR stories and thousands of applicants.