Airbnb launched Plus in 2018 as an elevated tier of homes verified for quality, part of a broader effort to combat a reputation for inconsistency. To differentiate Plus visually within the product, we developed an entirely new approach to listing photography: We made more considered use of light and styling, leaned into angles that played up the more open spaces and thoughtful design choices, and introduced tighter shots highlighting the details that signal a premium stay.

Plus launched with 2,000 homes in 13 cities, and drew 20,000 host applications within a month. As the lead creative for photography from inception through launch and beyond, I helped define the Plus visual language by writing briefs and commissioning photography for product benchmarks, launch assets, and subsequent marketing campaigns. Below is a sample of imagery I commissioned along the way.