Airbnb ‘Go Near’ Visual Campaign

In the summer of 2020, Airbnb launched the Go Near campaign, an email and social media initiative promoting nearby getaways and Airbnb's Online Experiences. This campaign was part of Airbnb's larger effort to support local economies through domestic travel amidst the COVID-19 pandemic. The core idea was that local travel and online experiences would redefine the travel experience post-pandemic.

Creative Process

Objective

  • Create enchanting illustrations of Airbnb homes

  • Inspire guests to explore unique and special places nearby.

  • Depict a scene from inside an Airbnb home, looking out to a beautiful natural environment.

Process:

  • Concept Development: Focused on creating semi-surreal, dream-like interior scenes that evoke a sense of peace, excitement, and curiosity.

  • Initial Ideas: Considered different time-of-day lighting, natural elements, and signs of life to activate the space.

  • Illustration Style: Maintained MUE Studio's signature style of magical use of lighting, reflections, and color, capturing beautiful moments of life.

Execution

  • Implementation: Developed several iterations, incorporating client feedback to refine colors, lighting, and elements within the scene.

  • Visuals: An inviting, open space with moments of nature activating the scene. Strong sense of light and color to set the mood, with emphasis on chromatic lighting and shadows during golden hour. Added elements like plants, furniture, and architectural features to bring life and warmth to the space.

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Result & Impact

The final illustration was prominently featured on Airbnb's homepage, landing page, and in emails. Successfully inspired guests to explore nearby unique stays, aligning with Airbnb’s campaign goals. Received positive feedback for the richness of color, lighting effects, and the overall peaceful yet vibrant atmosphere created.

Client Feedback: Positive remarks on the magical and semi-surreal quality of the illustrations. Appreciation for the intentional use of lighting and color to create an inviting and enchanting scene.

Research and Insights: Conducted market and user research to understand trends and preferences in local travel post-pandemic.

Innovative Techniques and Technology: Utilized advanced rendering techniques to achieve the semi-surreal, dream-like quality in the illustrations.