Creative direction + Copy

In 2024, Airbnb began to offer “experiences” — indelible and unforgettable stays at locations inspired by popular culture. A partnership with Pixar included stays at the Inside Out control center and the home of Edna Mode from The Incredibles franchise. Tasked with promoting these offerings in a social-first campaign, we partnered with influencers and created content for every social channel.

The Incredibles 
We created hype on Twitter by repurposing movie assets to announce that something incredible was on the way.

Once the experience had been announced, we partnered with TikTok star @Khian.KB to give a proper house tour to their 4.4 million fans.

We then gave a tour of other features and details using the familiar text-to-voice tool speaking in the language of the internet.

Inside Out
In anticipation of Inside Out 2, this experience featured rooms inspired by the film’s painfully relatable characters. As a stay was certain to become a core memory, guests were given an opportunity to create a memory orb as a keepsake. 

Using Instagram Stories, we were able to give a teaser of the room experiences while also introducing a few of the new characters from the upcoming sequel.

On Instagram and TikTok, we used carousels to take visitors through different rooms of the control center, which augmented posts by partner IGN and Airbnb CEO Brian Chesky.