■ Airbnb — How To

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Developed for Airbnb's expansion into the Japanese market, this mixed media video series was designed to introduce the brand to a wider local audience through a visual language that felt native rather than imported.

Each installment — covering trip formats like ski getaways, girls' trips, pet-friendly adventures, multigenerational travel, and relaxation escapes — follows an instructional "how to" format that's equal parts playful and practical.

The pacing and design aesthetic drew directly from anime and manga: snappy cuts, bold graphic overlays, expressive motion typography, and a rhythm that mirrors the kinetic energy of sequential art.

The result is a series that feels dynamic and fun without sacrificing clarity, meeting Japanese audiences where they already are visually while building genuine familiarity with the Airbnb experience.

Type: Social Campaign
Year: 2025
Role: Creative Lead, Art
Shop: Airbnb

Team:
Rey Andrade, GCD
David, GCD
Allison Bana, Executive Producer
Yo Umeda, Creative Director, Art
Go Sohara, Creative Director, Copy
Tomoko Fushimi, Creative Lead, Design