Etsy: What It Takes

Jun 2025

The 'What It Takes' campaign for Etsy highlights the intricate artistry and labor behind handmade goods. Produced through a collaboration between agency Orchard and production house Love Song, the commercial film focuses on the human element of craftsmanship. The edit employs a dynamic sequence of raw, live-action shots that capture the tactile nature of various creative processes, from glassblowing and woodblock carving to delicate jewellery assembly. By utilizing close-up framing and slow motion, the piece emphasizes the precision required by independent makers and artisans in their workshops. Additional production support was provided by TWENTYFOUR SEVEN, with editorial work by Cut+Run US and visual effects by Blacksmith and Company 3 New York. The audio landscape is defined by contributions from Human Worldwide and Barking Owl.

Horizontal, Commercial, Raw

Slow motion

Advertising Campaign, TVC / TV Commercial