In 2025, Airbnb overhauled and relaunched its Experiences business, repositioning it as the most authentic way to discover a place, led by local experts.

The photography challenge was to bridge a gap that had opened between booking imagery and marketing imagery. Product photography prioritizes clarity; brand photography prioritizes feeling. We needed work that could do both — a visual spectrum spanning the explanatory and the emotional, coherent enough to tie together what Airbnb sells with how it makes you feel.

As lead photo creative for Experiences, I benchmarked imagery for a new product design, vetted and curated Experiences for the launch, identified photographers, wrote briefs, directed shoots on location, and oversaw final edits. The role was as much about coordination as craft: working across teams managing two new business launches, a new app, and multiple marketing campaigns, all building toward a single coherent narrative.