While Etsy is known for holiday gifting, they needed to position themselves as a resource for year-round gifts. So, for their first-ever Super Bowl ad, we were tasked with launching a brand-new, AI-powered feature called Gift Mode that helps you find great gifts based on personas. The job was to make Etsy known as a place that can help solve even the largest gifting conundrums. We took the very authentic feeling of gifting anxiety and reimagined a key moment in history, when France gave America one of the best gifts of all time, the Statue of Liberty. And we positioned new Gift Mode as a solution to even the most monumentally-daunting gifting challenges.

This script could easily have led to direction that cheaply telegraphed “comedy” but instead visually, the direction treated its subject very seriously. Romantically lit with extensive historic set builds, period costuming and historic hair and makeup, the film brought the finest craft to its story. The revelry in the finale was an intricately choreographed scene that involved simulating a historic 1880s French port, acrobatics, horse drawn carriages, mimes, poodles, and approximately 100 flying baguettes.