OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026
Fifty-six categories, hundreds of markets, dozens of languages, and one unified campaign system. When Airbnb launched their biggest product update in years, they needed a clever and modular visual campaign architecture to introduce their new categories feature to the world.
PROBLEM Designing a global campaign at Airbnb’s scale means deploying across multiple markets, languages, and media formats. A one-size-fits-all approach would break under that pressure.
SOLUTION We collaborated with Airbnb’s in-house team build a modular visual system for the global campaign. A headline was paired with a user-generated listing photo, and signed off with the category name and logo. The result was simple, scalable, and hyperlocalized.
STRATEGY The campaign’s strength was its constraints: tight enough for consistency, flexible enough for localization, open enough for infinite storytelling potential. A simple formula let the creative copy and the unique character of each property do the work
Brand System This campaign carried no hero ad unit and no single image. The Airbnb brand acted as the frame; a simple white space to introduce the new feature and the specific category through real listings from the product.
views of Categories listings in the first 4 months of the relaunch and campaign.
Airbnb launched fifty-six new property categories as part of its most ambitious product update in years. To introduce the feature globally, Airbnb needed a campaign system to showcase the quality of the homes and experiences in each category while scaling across hundreds of markets, dozens of languages, and multiple media formats.
Collaborating with Airbnb’s in-house creative team, we helped define a modular campaign system built around a listing photo, a concise copy line, the category name, and the Airbnb logo. We supported the initial launch by developing concepts, building assets, and shaping the system for global deployment.
The campaign launched in a dozen markets worldwide and drove more than 600 million views of Categories listings in the year following the launch.
COMPANY POLICY TEAM
ADAM KATZ: CREATIVE DIRECTION
CLIENT TEAM
SCOTT TRATNER
ERIC GRUNBAUM
CLAIRE WHIGHAM
BRIDGET HARRIS
BEKAH SIRRINE
EVAN NAGAN
MICHAEL KREMER
PAUL WYSOCAN
ELIZABETH BASSETT
ELLY HOLDEMAN
NICK GELBARD
IAIN NEVILL
ED VINCE
ANNA SALAZAR
NEIL HARRIS
AMY SILVERMAN
HEYLYNN OSPINA
RYAN DEVISSER
JENNIFER O'KEEFE
JACQUELINE KYNOCH
MARISSA SERRITELLA
SABRINA BAJAJ
CHRISTA TILLEY
TYPOGRAPHY
AIRBNB CEREAL
PHOTOGRAPHY & FILMS
provided by the Airbnb team and used in agreement from their various listings
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
%201.webp)
