ETSY GIFT MODE

Role: Creative Director

We needed to launch Etsy’s new gifting feature Gift Mode, which uses personas to help you find the perfect gift for someone, even if you only know a little about them.

We had some great scripts, but then in research we discovered an uncomfortable truth: anxiety and panic are much more authentic emotions around gifting than the joy and pride we hope gifting will bring.

So we made two spots about sheer gifting panic. One is about a very messy birthday stunt, and the other--Etsy’s first ever Super Bowl ad—imagines the sheer terror America felt realizing it needed to get a thank you gift for France after they sent us this really nice statue.

Directed by Andreas Nilsson