Local tourism.

The pace of modern life leaves many people disconnected from the towns and villages on their own doorstep. First Night on Us was a host-led initiative in which Airbnb covered the cost of one night in selected towns and villages across the UK and France, the first offer of its kind from the brand. It pointed travellers toward the hidden places that rarely see the benefits of mainstream tourism.

Over four weeks, I shot reactive social films and out-of-home photography for each destination, inviting people to visit Airbnb at a set time to claim a limited number of free nights.

Partners: Airbnb · W+K Amsterdam · Radical Media‍.

Role: Content Lead: reactive social films and OOH photography.