Shot by Knight Bertram
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).
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.
announcement film
The announcement video 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.
Creative Direction: Ariel Weaver | SR. Producer: Stella Kang | Co-Producer: Tori Romo | COPYWRITER: LISA HENNESSEY | ETSY MARKETING / PRODUCTION TEAM: bri fernandez, ELIZABETH HOODAK, farah zermane, ashley guckert, jess ulrich, JOEL HANEK, JAMES ROONEY, alex sosner, margot maley, DARIA MOHAZAB, JOCELYN MCCALL
campaign photography
For campaign photography, we wanted the images to have as much personality as the designers, the pets and the collection itself. We photographed Susan and Rachel with Lafitte and Pigeon in a workroom layered with sketches and pieces from the collaboration, then moved into dressed-up pet portraits and product still lifes. Saturated drapery, ribbons and scattered gems brought a little dog show pageantry to the set. The pets gave each frame its character, while the closer shots made room for the sellers’ handmade details.
Creative Direction: Ariel Weaver | ART DIRECTOR: NATHANIEL TONELLI | SR. Producer: Stella Kang | Co-Producer: Tori Romo | PHOTOGRAPHER: KNIGHT BERTRAM | SET PROP STYLING: CHRISTINA ALLEN
merch collection photography
Alongside the styled press images, we photographed the collection on a clean seamless for Etsy sellers to use as listing photography. The simpler setup gives each piece a clear read, from its color and shape to the beadwork, fabric and crochet that went into making it. We kept the posing lively so the images still felt connected to the campaign, while showing the accessories clearly enough for someone shopping the collection.
