Social Creative Brand Voice Evolution

Social Creative Brand Voice Evolution | Airbnb

It turns out, focusing on the parts of travel and experiencing the world is what sticks with people more than trying too hard to go viral or chasing trends. 2026 was a year where brands fell into a sea of cringe or created a world to swim in, and our world was making it as seamless as possible to connect with the wonder of seeing the world.

From a variety of new franchises to a holistic brand voice evolution, we helped craft an expansive yet enduring voice to navigate social for Airbnb.

PROJECT OVERVIEW
Company: Airbnb
Date: August 2025-September 2026
Services: Creative Direction, Copywriting, Art Direction, Design Direction, Brand Strategy

About

eric@beardprojects.co

1. The World Is Meant To Meet (Brand Campaign, 2026)

2. Local Favorites (Global Platform, 2025-26)

3. Welcome Matt (Video Series with Matty Matheson & New York Nico, 2026)

4. Social Creative Brand Voice Evolution (Holistic Brand Development, 2025-2026)

5. World Cup Legacy Projects (Social Impact, 2026)

6. Now You Can Airbnb More Than An Airbnb (Campaign, 2025)

1. Where Is Football (Co-Founder, 2009-Present)

2. United Nations Football For The Goals Initiative (Creative & Strategic Partner, 2024-2026)

3. Carlo Ancelotti Documentary, Directed by Paolo Sorrentino (Executive Producer, 2025-2027)

4. World Cup in The World’s Subway with New York City Hall (Creative & Strategic Partner, 2026)

1. EA SPORTS FC (The Rebrand and Global Launch, 2023)

2. Ted Lasso (Apple x FIFA 23, 2022)

3. The Club Is Yours (FC 26, 2025)

4. SuperFans (FC 25, 2025)

5. 2022 FIFA World Cup (FIFA 23, 2022)

6. The Ultimate FIFA Soundtrack (Spotify x FIFA 23, 2022)

7. The Viking (Beats By Dre x FC 24, 2023)

8. The World’s Game (FIFA 23 Global Creative Campaign, 2022)

9. Powered By Football (FIFA 22 Global Creative Campaign, 2021)

10. EURO 2024 (UEFA x FC 24, 2023-24)

11. Future Stars (FC 24, FIFA 23, FIFA 22. 2021-24)

12. Team of the Year (Paramount & CBS x FC 24)

13. Championing The Women’s Game (2021-24)

1. The Dream Is Real (Kylian Mbappé Nike Football Campaign, 2025)

2. Fisk Projects (2014-2026, Creative & Strategic Partner)

3. Awaken Your Madness (Nike Global Football, 2024)

4. OFF CAMPUS with Virgil Abloh (Off-White x Nike, 2018)

5. Quarterback (Netflix Season 2 Launch, 2025)

6. Get Stuck In with Marcello Hernández (Peacock x Premier League Campaign, 2025)

7. The Glitch Pitch and Nike Football X (Nike, 2015)

8. Awaken the Phantom (Nike Global Football, 2018)

9. The New York Blackout (NY Cosmos x Umbro, 2012)

10. Risk Everything (Nike Football, 2014 World Cup campaign)

18. Rams Donuts (Randy’s Donuts x Nike Super Bowl 53, 2019)

19. Mad Maximus (Travis Scott x Coachella, 2025)