“Home is a destination” - this was a promise that Luxe by Airbnb set out to keep. For the luxury tier on Airbnb’s platform, we needed to deliver a bold new art direction and produce high quality, sophisticated product and marketing photos. I guided the brand away from the known real estate approach to a focus on storytelling that allowed Luxe to create images that told the home's narrative. In collaboration with leadership “Tareco Contemporary” was chosen to be one of the luxe homes the team wanted to represent for the LA region. I led a talented team on set in the Los Angeles’ Hills, overseeing the execution of the art direction and brand vision. The home's portraits set a high standard and benchmark for Airbnbs property photography. Images were used for several marketing outlets and resulted in a successful campaign. The images also got embedded in creative guidelines and shared company-wide.
Creative Director: Julia (Sperling) Van Arsdale
Photographer: Tessa Neustadt
Stylist: Bianca Sotelo
Editing Lead: Shidume Lozada