Everyone was posting about Airbnb except Airbnb.

01.

ONLINE VIDEO

Nobody takes a trip without posting the place they stayed. The livingrooms, the bedrooms, the pools — all of it goes on social, and none of it from Airbnb. Until now, Airbnb's feed ran beautiful stills of empty, available-to-rent homes. Immaculate, precious, and about a month behind whatever anyone was actually talking about.

But the world is meant to meet. So we started creating for the platforms the way people actually use them: native formats, looser craft, made fast enough to be part of the conversation. Enough range to cover stays, experiences, and the parts of a trip nobody thinks to photograph. Each piece of content made to inspire and provide a real utility for the audience.

02.

STAY TOURS

A home tour starts at the front door, because a home tour is real estate. But nobody remembers arriving. They remember waking up somewhere they've never woken up before.

So ours start in bed. First frame, first light, the ceiling you don't recognize — then out into the rest of it. Wake up in a treehouse. Wake up in a converted grain silo. Wake up in someone's guest room in a city you've never been to.

03.

USEFUL LISTS

A saved post is worth more than a liked one. So we ran lists constantly, built around things people already cared about and written like a friend sending them over — flea markets worth the flight, stays for main character energy but side character wallet, Airbnbs with the best live streams. Delightful enough to stop for, yet useful enough to save.

04.

TONE SHIFT

Travel brands are allergic to being silly, which is strange, because silly is what the platforms run on. So we tested it — a ghost using her PTO, a tour of a house given entirely from the dog's perspective. Nobody forwards a beautiful photo of a living room. They forward the dog.

05.

EXPERIMENTAL CONTENT

Social rewards speed, so everything we made was built to move fast. Longform was the opposite bet, and travel is mostly waiting. The flight, the layover, the last forty minutes in a car with nothing to do. It's the one stretch where a traveler is guaranteed to be paying attention, and nobody was making anything for it.

So we made a tour podcast about the world's greatest cities, hosted by the people who actually live in them, designed to be listened to on the way there. Audio and video, city by city, starting in LA. Not a destination guide read out loud — a local telling you where they'd actually go, so you land already knowing something.