Airbnb Plus is a new program that recognizes homes known for comfort and quality. But verifying that Airbnb listings are up to the standard of Plus is no easy task.
Working closely with Airbnb’s operations and content strategy teams, I helped craft the messaging and experience each host goes through to join Airbnb Plus. From inviting hosts, to inspecting their homes in person, delivering design feedback, scheduling a photoshoot, revamping their listing page, and more, we had to keep hosts engaged and motivated to keep moving forward.
Nobody likes to have their private space critiqued, so delivering design feedback was one of the trickiest parts of the flow. I created customized treatments based on home many issues a listing might have, and built a massive taxonomy of the thousands of problems we might encounter in a home, as well as host-facing feedback for each item. This allowed for a productized way to deliver sensitive design feedback and help our hosts uplevel their listings.
To relaunch the latest Apple Watch, we positioned it as the ultimate device for a healthy life. My team handled the UX, content strategy, and concepting of apple.com/watch, including Series 2, Series 1, the Interactive Gallery, Apple Watch Edition, Apple Watch Nike+, and Apple Watch Hermès pages.
In addition to the Apple Watch work, I also wrote the live sites below:
After a long day of adulting, you deserve a reward.
Duraflame wanted to raise brand awareness among young people and join the conversation of #adulting. So we made a bunch of fun web spots, pre-roll, and social content around the idea that doing grownup stuff is hard, so you deserve a fire.
Intel's 360-degree replay technology is changing the way people experience sports. Now fans can watch the game from every angle. This :30 spot introduced the tech during the NBA playoffs and finals.
CD: Katie McCarthy
AD: Ian Karczewski
For Apple’s spring window display, we wanted to show people that iPhone and iPad make the world a more creative and imaginative place. And by using them, you can find unexpected delight in everyday things.
The windows featured beautiful images of a common scene, and then brought that scene to life through the devices. It was accompanied by the headline, Filled with wonder. Full of surprises.
For Apple’s summer/back-to-school window display we aimed to say a lot in just two words. The headlines: Enlightened above the iPad Air, and Empowered above the MacBook Air, accompanied colorful paper sculptures, flowing out from each product.
While the iPad Air is incredibly light, and the MacBook Air is super powerful, we also wanted to convey the endless inspiration and ideas that these devices make possible.
To hit the testosterone-fueled watchers of ESPN, we created posters positioning the risky Spanish tradition of running with the bulls as a sport.
CD: Derrick Ogilvie
When people believe in a movement or cause, they ‘like’ it on Facebook to show their support. But liking doesn’t actually do anything.
So to earn some buzz for College Inn broth and give people an easy way to make a difference, we created The Social Kitchen. For every Facebook like it got, one bowl of delicious soup was immediately served to somebody who could use it.
AD: Jeff Limon
DES: Erin Ignacio
Google is building a series of satellite offices around the world. They’re thoughtfully crafted, multipurpose spaces, meant to host Google’s top clients, programs, and events. The ask was to name these spaces. Something that felt sturdy and established, yet innovative and approachable. The name also needed to be simple, as it will be used in locations worldwide. We explored several options and landed on: Roundhouse.
Traditionally, a roundhouse is a place where trains roll in to be serviced, fixed up, and then sent off in a new direction. The origins are fitting, as Google intends these offices as places where ideas/projects/people come to be polished or reimagined.
Behold, my blog. Within this space, I explore and document why so many men, regardless of hair color, have fiery, ruby-red beards. Follow my journey at beardsofrouge.com.
Mantle is a publication about the offbeat world of taxidermy. To make it, we dragged $40k worth of taxidermy into the woods and got some strange looks.
DES: Brittany McCullers
PH: Christian Torres
For the 50th anniversary of the Summer of Love, we created some chill, vibey, illustrative posters to draw in all the old hippies. And other people too. We also built a landing page for event planners considering San Francisco.
This was an especially fun project, in part because I adore my city, but also because I live one block from the corner of Haight and Ashbury. So I've gotten to see all the colorful tourists come through.
To support "The Shops at Target" online, we created shoppable boutiques on Target.com showcasing the four independent stores: Kirna Zabete, The Curiosity Shoppe, Odin, and Patch NYC. To give people a deeper look, we featured short documentaries about each place.
CD: Kristina Slade
AD: Jeff Limon
Benefit Cosmetics is a San Francisco brand with a vibrant history and a bold, sassy voice. The products do a lot of the talking, but so do the employees, also known as Benefit Benebabes. We created this presentation to onboard new Benebabes and help them better understand their company.
Getting life insurance is one of those things you'll regret not doing before you die. To encourage people to live life to the fullest, State Farm invited them to make a bucket list.
Here's my bucket list.
CD: Peter Kehr
AD: Greg Damiani