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Introducing Airbnb.org
Airbnb · Dec 2020 · 1:05 · AI-annotated
00:00:00 / 01:05:02
The video is built as one narrative arc: a dim, locked-off cold open cuts between the host's face and Hurricane Sandy news, then slow macro pans across her typed letter, before opening into warm handheld montages of named hosts. Signature moves are the macro letter pans with rack focus, the doorway reveals, and the hard cut to plain white for the cycling stat line and the static wordmark.
Footage neededEstimated needs: 2 capture groups — your screens or recordings · 1 official logo — reused across the film · 28 filmed passages — shoot, supply or replace
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Introducing Airbnb.org, scene by scene
· 36 scenes as text
01 · Hook · 0:00–0:01
A woman with curly dark hair sits cross-legged on a couch in a dim loft living room, staring off camera with a worried look. The locked-off frame holds on her while the caption New York, 2012 scales in at the lower right.
On-screen text: “New York, 2012”
Camera: Static
02 · Hook · 0:01–0:03
Extreme close-up of a woman's face in dim blue light, her eyes glancing off-frame as the white caption scales in at the lower right. The frame stays locked off throughout.
On-screen text: “New York, 2012”
Camera: Static
03 · Hook · 0:03–0:04
A locked-off shot of an overhead highway sign beneath a stone arch bridge in falling snow. A red LED panel reads STATE OF EMERGENCY IN EFFECT next to a green Route 27 sign, while a small caption New York, 2012 scales in.
On-screen text: “New York, 2012”
Techniques: Kinetic type
Camera: Static
04 · Hook · 0:04–0:05
A static shot of a stone highway overpass under an overcast sky. A green New Brunswick exit sign sits left of a black electronic message board, its red LED dots spelling STATE OF EMERGENCY IN EFFECT. A faint diagonal streak crosses the frame.
Camera: Static
05 · Hook · 0:05–0:06
A flat-screen TV in a dim living room plays a live weather broadcast, its East Coast radar map shifting in green and blue, while a small lamp glows on the left and plants frame the edges.
Camera: Static
06 · Hook · 0:06–0:07
An extreme close-up holds on a person's eyes and nose in dim, cool-toned light, curly dark hair framing the face. The eyes glance to the side with a subtle shift, shallow depth of field keeping the background black.
Camera: Static
07 · Hook · 0:07–0:08
A hand with a ring and beaded bracelet reaches across a beige couch and lifts the edge of a silver tablet, its side ports in sharp focus before the device blurs as it is picked up.
Camera: Static
08 · Hook · 0:08–0:10
A person seated on a couch opens a closed silver laptop resting on their lap. Both hands lift the lid, revealing the black keyboard and a bright white screen. Close-up framing in dim, cool light, with a patterned cushion blurred in the foreground.
Camera: Push in
09 · Hook · 0:10–0:11
A close-up of a woman with dark curly hair in low light. She looks up and to the side, then lowers her gaze and tilts her head down.
Camera: Push in
10 · Product intro · 0:11–0:12
A macro shot of a white screen pans right across large black text reading 'Dear Airbnb,' ending on a vertical cursor bar.
On-screen text: “Dear Airbnb,”
Camera: Pan
11 · Product intro · 0:12–0:14
A macro close-up of a white letter pans right, rack-focusing from the salutation to the first line and ending on the Airbnb logo.
On-screen text: “Dear Airbnb,”, “I have an idea”
Camera: Pan
12 · Problem · 0:14–0:15
Locked-off shot of brown floodwater lapping at the base of a red-sided building with a brick corner and white downspout. A DO NOT ENTER sign stands in the water on the right, and low green shrubs sit half-submerged along the wall.
Camera: Static
13 · Problem · 0:15–0:16
A locked-off wide shot of a collapsed building's rubble: charred debris, twisted metal and white sandbags fill the foreground, with a blackened brick wall and broken windows behind. The frame holds still with no motion.
Camera: Static
14 · Problem · 0:16–0:17
A high aerial camera looks straight down on a grid of residential streets and houses, a vertical road with parked cars running through the center. The frame drifts slowly over the quiet neighborhood.
Camera: Static
15 · Feature reveal · 0:17–0:17
An extreme close-up of a woman's eyes in low light, with dark hair framing the face. She blinks and shifts her gaze downward as the shot holds on her expression.
Camera: Static
16 · Feature reveal · 0:17–0:18
A woman with curly dark hair sits on a couch in a dim living room, looking down at a laptop on her lap. She wears a patterned knit cardigan over a rust top. A red lamp and a window sit in the soft-focus background. She stays still, reading or typing, as the static shot holds.
Camera: Push in
17 · Feature reveal · 0:18–0:20
Extreme macro close-up of a white screen showing the word available in black serif type. A slow horizontal pan drifts right across the letters, the shallow depth of field keeping only a few characters sharp at a time.
Camera: Pan
18 · Feature reveal · 0:20–0:21
A close-up of two hands typing on a laptop keyboard in low, cool light. The fingers move across the dark keys while shallow focus blurs the striped sleeve and the edge of the device. The frame holds tight on the typing motion.
Camera: Push in
19 · Feature reveal · 0:21–0:21
Macro close-up of a screen surface, the pixel grid clearly visible, with a line of large black text on a pale gray background. The frame drifts slowly to the right, bringing the words 'out I was' into view.
Camera: Pan
20 · Feature reveal · 0:21–0:22
Extreme close-up of a white text field on a screen, the pixel grid clearly visible. A thin blinking caret types the letters of the word “free?” one by one, completing the word as the line ends.
Camera: Static
21 · Feature reveal · 0:22–0:24
A tight low-light close-up of a woman with dark curly hair. Her eyes drift and her head turns slightly as the focus softens toward the end.
Camera: Push in
22 · Feature reveal · 0:24–0:24
A tilted macro close-up of a pale email interface fills the frame, the pixel grid soft at the edges. Three window dots, an envelope button and a pencil button sit above the label Mailboxes as the framing eases in on the envelope.
Camera: Push in
23 · Feature reveal · 0:24–0:25
A close-up of a silver laptop keyboard as a hand with a ring presses the keys. Shallow depth of field keeps the fingers and front row in focus while the rest blurs.
On-screen text: “Mailboxos”
Camera: Static
24 · Social proof · 0:25–0:28
The shot opens on black, then a man in a dark suit with a white shirt cuff reaches forward and presses his hand against a rough, dark monolith in low-key teal light.
Camera: Static
25 · Social proof · 0:28–0:29
A person in a dark jacket, seen from behind and softly out of focus, extends an arm with a white cuff and presses a hand against a dark wooden panel in dim light.
Camera: Static
26 · Social proof · 0:29–0:31
A woman with curly hair and a man in a green jacket stand on a city street at night, talking. The man gestures with his hand as they look at each other. The background is a soft blur of building lights and a white van.
Camera: Static
27 · Social proof · 0:31–0:35
A rack focus sharpens a curly-haired woman in a rust shirt standing in a warm wooden doorway, framed over the shoulders of two people in the foreground. She talks, then breaks into a smile and gestures with a raised finger.
Camera: Static
28 · Social proof · 0:35–0:37
Two people stand at a window in low evening light, the woman with curly hair in the left foreground and a man in a green jacket to her right, both gazing toward the glass. The street behind them is softly out of focus; the man lifts a hand to gesture.
Camera: Static
29 · Social proof · 0:37–0:42
A masked man and a woman step into a warmly lit home as the camera pulls back. The dark green front door swings shut, framing the shingled wall, ivy, lattice, and a small flag.
Camera: Pull out
30 · Social proof · 0:42–0:43
At a rainy house entrance, a bearded man in a teal polo holds a blue umbrella over a person in a purple raincoat. A person in a yellow jacket with a backpack enters from the right. A white 'Bob' label sits lower right; a large letter 'd' slides across.
On-screen text: “Bob”, “d”
Techniques: Kinetic type
Camera: Pan
31 · Social proof · 0:43–0:44
At a doorway in the rain, a man in a teal polo holds a blue umbrella over a person in a yellow hooded jacket carrying a black backpack. The two shake hands as the hooded figure steps in. A white caption sits in the lower right corner.
On-screen text: “Bob”, “d”
Camera: Static
32 · Social proof · 0:44–0:46
A middle-aged man in a red plaid shirt stands with his arm around a woman in glasses and a black top; both gaze off-camera to the left with a calm, content expression. A white caption sits in the lower right. The frame is locked off with a slight handheld drift.
On-screen text: “Susan and Steve”
Camera: Static
33 · Social proof · 0:46–0:48
A man in a white shirt walks through a doorway toward the camera, smiling, in a warm-lit room filled with antique furniture and framed paintings. Other people sit at a table in the background. Handheld follow shot.
On-screen text: “O'Dell”
Camera: Push in
34 · Social proof · 0:48–0:50
A group of seven neighbors stands on an outdoor stone staircase between a metal railing and a wooden fence, smiling toward the camera. A white caption sits in the lower right corner.
On-screen text: “O'Dell”, “Els and her neighbors”
Camera: Static
35 · Social proof · 0:50–0:57
A two-line sentence sits centered on a white background. The last word cycles in place from hurricanes to wildfires to Covid-19 to crisis, then the line fades out as the airbnb.org URL fades in at center.
On-screen text: “100,000 hosts around the world have offered their homes in times of hurricanes”, “their homes in times of wildfires”, “their homes in times of Covid-19”, “their homes in times of crisis.”, “airbnb.org”
Techniques: Kinetic type
Camera: Static
36 · CTA · 0:57–1:05
A static wordmark sits centered on a plain white background for the full duration. The word reads airbnb in dark teal followed by .org in bright green, with no motion or camera movement, serving as a clean sign-off.
On-screen text: “airbnb.org”
Camera: Static