Etsy brought designers Susan Alexandra and Rachel Antonoff together with Etsy sellers to create the “Best in Show Collection”, a curation of custom merch for dogs and their people (featuring items from matching charm collars, to an elevated beaded treat bag). The announcement film uses a phone call between Susan and Rachel as its throughline. As they talk about making the collection and what it means to them, we follow a lively day out in the city, seeing the pieces in action.

I developed the campaign’s visual direction and art directed the photo and video shoots, bringing a little dog show pageantry and a lot of fashion editorial attitude to the designers’ vibrant aesthetic. The dogs were the real stars, naturally.