More of Less

In "More of Less", Airbnb China invites you to

visit a traditional rural village where time-

honored practices are cultivated and passed

on to the next generation.

The art direction of the campaign was made

to deliver an authentic and impactful

experience at the village. In order to do this,

we researched the visual elements that best

represented the village's life and rich culture.

From there, we crafted a design language that

combines traditional Chinese and contemporary

watercolor painting, carefully brought to life

with more than 300 hand-painted illustrations,

animated in a 3D environment. The graphics

helped engaged the audience with the stories

and made the experience more immersive.