Tool’s Alma Har’el Directs Awe-Inspiring Spot for Airbnb

Acclaimed Tool director Alma Har’el is captivating audiences again with “Views,” an alluring and impassioned spot for Airbnb. The spot was cut by Rock Paper Scissors editor Stewart Reeves.

Against the touching narration of an Airbnb host describing his home and deep affinity for inviting others to share it with him, Har’el’s spot features a series of stunning images from exotic locations around the world. The spot paints a seductive portrait of the unique and thrilling experience of traveling authentically – that is, away from the confines of a hotel and into the enriched view of a destination only visible from one’s home.



Client: Airbnb
Spot Title: “Views”
Air Date: 5/9/14

Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
VP & Executive Creative Director: Jaime Robinson
Creative Director: Rafael Rizuto
Creative Director: Eduardo Marques
Art Director: Ben Sweitzer
Copywriter: Chris Ryan
VP, Production: Jeff Ferro
Broadcast Producer: Bill Spangler
Senior Interactive Producer: Erin Davis
Senior Print Producer: James Sablan

Production Co: Tool
Director: Alma Har’el
Director of Photography: Alma Har’el
Managing Director Live Action / Executive Producer: Oliver Fuselier
Managing Director Digital: Dustin Callif
Producer: Christopher Leggett

Editorial Company: Rock Paper Scissors
Editor: Stewart Reeves
Assistant Editor: Luke McIntosh
Editorial Producer: Alexandra Zickerick

VFX/Online: A52
Executive Producer: Jennifer Sofio Hall, Megan Meloth
Producer: Meredith Cherniack, Scott Boyajan
Flame Artists: Brendan Crockett
Color Correction: Paul Yacono

About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.