I decided to create stories for Plus listing hosts by directly getting in touch. One super host I reached out to was particularly shy to stand in front of the camera — but talking with her for a while built trust and helped me understand what the space meant to her. Surprisingly, I found that her space was not just an ordinary Plus listing; it was absolutely qualified for Airbnb luxe. Realizing that Airbnb luxe exists in Los Angeles but not San Francisco, and failing to find advertising regarding luxe in the Bay Area, I saw this information gap as my chance to explore the possibilities of luxe in San Francisco. To prove the value of this concept, I decided to make a video to fill a blank on the Airbnb luxe portal. One thing that really challenged me was how to set the tone for this video. After studying a myriad of luxe listings, I decided to enhance the luxurious qualities of the listings by putting the slow-mo broll on a rigorous song. I put significant effort into copies and color grading, then finally put this video on my replica luxe website, replacing a photo on the original one.