JOANNE CHOI

AIRBNB ODDYSSEY

Concept Development (Team of 2) / Ideation & Art Direction (Solo)

Insight

There are surprisingly many cities around the world with unusual names,

but most people see them as mere curiosities, overlooking their true charm.

Idea

Inspire people to step away from familiar travel destinations and

embark on journeys that offer new experiences and enjoyment.

Idea

inspire people to step away from familiar travel destinations and embark on journeys that offer

new experiences and enjoyment.

Insight

There are surprisingly many cities around the world with unusual names, but most people see them as mere curiosities, overlooking their true charm.

Idea

Inspire people to step away from familiar travel destinations and

embark on journeys that offer new experiences and enjoyment.

Insight

There are surprisingly many cities around the world with unusual names,

but most people see them as mere curiosities, overlooking their true charm.

• OOH

Campaign that humorously visualizes the gap between a place’s name and its real experience through deliberate reversal.

• OOH

Campaign that humorously visualizes the gap between a place’s name and its real experience through deliberate reversal.

• OOH

Campaign that humorously visualizes the gap between a place’s name and

its real experience through deliberate reversal.

• COLLABORATION

Name-to-Scent Editions

• COLLABORATION

Name-to-Scent Editions

• COLLABORATION

Name-to-Scent Editions

LE LABO is a brand

long known for reinterpreting

a city's air, culture,

and rhythm through scent

LE LABO is a brand

long known for reinterpreting

a city's air, culture,

and rhythm through scent

• SOCIAL

Campaign that humorously visualizes the gap between a place’s name and its real experience

through deliberate reversal.

• COLLABORATION

Name-to-Scent Editions

LE LABO is a brand

long known for reinterpreting

a city's air, culture,

and rhythm through scent

• SOCIAL

Campaign that humorously visualizes the gap between a place’s name and its real experience

through deliberate reversal.

• SOCIAL

Paired with a filter that helps viewers choose their next destination & Day-in-the-Life social videos spotlighting towns with unusual names

• SOCIAL

Paired with a filter that helps viewers choose their next destination & Day-in-the-Life social videos spotlighting towns with unusual names

NYC.JOANNECHOI@GMAIL.COM