Etsy

a film treatment ABOUT THE power of OUR POSSESSIONS

In January of 2019, a director I created treatments for was up for an exciting opportunity. The client was looking for a director who could help them launch their first set of international TV campaigns, with :30 second spots that would air in both the United States and in the UK.

To win the job, we needed to show both client and agency that Tony understood the Etsy brand, and that he would translate this understanding into a distinct and recognizable look for film and television that would connect with current customers and attract new ones.

To create the treatment, I relied on my familiarity with the Etsy brand both as a regular shopper and passionate crafter, as well as my knowledge of consumer and home decor trends. Knowing that the spots would film in the UK as well, I selected imagery from a wide array of sources that reflected an international look and a cosmopolitan sense of style. Our aim was to create a look for the treatment and the commercials that would feel both current and timeless, classic and modern. This was a commercial about the power of personal expression through style, so we wanted the individuality of our subjects to be the focus. I wrote all of the copy in this treatment and sourced all of the imagery.

This treatment won my director client a huge 5-figure contract with Etsy for a series of 4 30-second television spots. The look and feel in this treatment defined their commercial presence for multiple years following.

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Filming

For the filming of the spot, we flew to Toronto and were there with both client, agency and production company for five days. The focus was on rendering our subjects as fully-dimensional characters. The propping, styling and interiors expressing both their personal stories while beautifully expressing the Etsy brand ethos.

Etsy | “Belongings”

Client: Etsy
Campaign Name: “Belongings”
Campaign Launch Date: June 2019
Director: Tony Franklin
Treatment Writer: Elizabeth Huber
Visual Research: Elizabeth Huber, Tony Franklin
Layout & Design: Tony Franklin
Creative Agency: Frank Collective (Brooklyn, Los Angeles)
Production Company: Radke Films (Toronto)