New Short: Airbnb's "Birds"
Pereira & O’Dell, San Francisco, and director Alma Har’el of Tool have teamed to create “Birds,” a short film for Airbnb. “Birds” invites a group of artists to model elaborate birdhouses after real-life Airbnb rentals. The film presents a perfect showcase for the company’s unique hospitality model while serving as source material for “Every Traveler Deserves a Home,” Airbnb’s upcoming first-ever broadcast campaign.
By visiting birdbnb.com, people can view a short documentary-style film that captures the essence of “Every Traveler Deserves a Home,” images of the birdhouses alongside their original listing on Airbnb, as well as a 360-degree view of the installation which had been on public display in New Orleans. Also on the site--created by Tool--people can also learn about the artists, miniatures experts, the ornithologist that consulted on the project, the director of the short film and musicians that participated in the effort.
The film peeks inside the artists’ creative process as they travel to unique Airbnb spaces, craft ornate birdhouses at their shops, and then unveil them together at the Tree of Life. The artists are accompanied at the base of the tree by singer and songwriter Zach Shields performing his original track, featured in the film, “Home to You” while birds discover their new homes.
The campaign is running on television, in cinemas and online. Media partners include Travel Channel, Afar, Gawker, Huffington Post, BBC, Dwell, Brit + Co and Lonely Planet.
“We created these birdhouses inspired by real Airbnb homes and the accompanying film as a metaphor for the hospitality about which our company is built: Our hospitality is completely individual and designed by our hosts who know that making people (or birds!) feel at home anywhere in the world comes from warmth, intuition and an attention to detail,” said Amy Curtis-McIntyre, CMO, Airbnb. “We love the world’s real travelers and this is an invitation to travel in a new way.”
Client Airbnb Agency Pereira & O’Dell, San Francisco. PJ Pereira, chief creative officer; Jaime Robinson, VP/executive creative director; Rafael Rizuto, associate creative director/art director; Eduardo Marques, associate creative director/copywriter; Nick Chapman, VP, strategy; Molly Cabe, director of strategy; Beth Windheuser, Sara Lezama, associate strategists; Joshua Brandau, VP, media startegy; Liz Wood, media strategist; Jeff Ferro, VP, production; Susan Crimley, Elisa Moore, sr. broadcast producers; Victoria Whitlow, Erin Davis, sr. integrated producers. Production
Tool of North America Alma Har’el, director; Edu Grau, DP; Brian Latt, Danielle Peretz, Dustin Callif, Oliver Fuselier, exec producers; Christopher Leggett, line producer. Editorial Therapy Studios Lenny Mesina, editor; Thomas Tedesco, assistant editor; Allegra Bartlett, producer. VFX The Mill Erik Buckman, title design/motion graphics; Tara Demarco, lead artist; Tim Robbins, Robin McGloin, Scott Johnson, 2D Smoke artists; Jessica Ambrose, producer. Post Company 3 Beau Leon, colorist; Liza Kerlin, producer Audio Dror Mohar, Branden Spencer, sound designers. Dror Mohar, audio mixer. Other artists Joshua Stricklin, production designer/lead artist; Grace Alie, colorist; Brooke Ashe, miniature prop artist;Paul Wendling, miniature expert; Mike Bowen, birdhouse specialist; Carolyn Atherton, ornithologist; Zach Shields, singer/songwriter.