etsy x OR
CAMPAIGN: Etsy and Olivia Rodrigo partnered on a multi-phase campaign designed to bring fans deeper into her world. The collaboration began with a limited-edition DIY kit inspired by the iconic hospital room from “the cure” music video, followed by a festival collection featuring co-designed pieces from 10 Etsy sellers. Released ahead of Olivia’s Daisy Chain Fields festival, the collection included exclusive accessories fans could wear to the event, where Etsy also appeared as an official festival partner.
MY ROLE: I developed the visual direction for both the miniatures kit release and the collection launch, including art directing the merchandise photoshoot and organic and paid social videos. We created a world that bridged Olivia’s signature aesthetic with Etsy’s brand. I also designed physical touchpoints such as stickers, merchandise signage, and branded assets that extended the campaign’s visual identity into the sellers packaging as well as the festival experience. As well as created the graphics to be used across video and static social content.
Creative Direction: Ariel Weaver | SR. Producer: Stella Kang | Co-Producer: Tori Romo | COPYWRITER: LISA HENNESSEY | EDITOR: MARISHKA DOUZABLE DESIGNER: GABI DE OLIVEIRA | ETSY MARKETING TEAM: alex sosner, margot maley, jess ulrich, joel hanek, farah zermane, ashley guckert, bri fernandez
etsy x olivia rodrigo’s daisy chain fields collection merch shoot
Inspired by the playful energy of festival style and the Daisy Chain Fields Festival, we developed a visually driven world for the photo and video shoot. Rather than capturing the merchandise as traditional product stills, we designed a layered set that recreated the feeling of spending a day at a music festival. A custom sky backdrop, organic floral installations and tactile handmade details brought the outdoors in, while creating distinct moments to showcase pieces like daisy crowns, junk journal kits and playing cards.
We created content for paid Upper funnel, Mid funnel as well as captured organic BTS content.
Images were used across Etsy, Olivia Rodrigo, and OR fan social accounts, Etsy’s shopping page as well as Press release announcements.
SET DESIGNER: GRACE BILBAO | PHOTOGRAPHER: ERIC HELGAS | DIRECTOR: NATE ILARDI | PRODUCTION PARTNERS: ILARDI MEDIA | WARDROBE: JAMIE ORTEGA | MAKEUP: VICKY STECKERL | HAIR: WILLIAM SCHAEDLER
“the cure” miniature release
To coincide with the release of Olivia Rodrigo’s “the cure” music video, Etsy partnered with Olivia’s team and Etsy seller MacyMaeDesigns to recreate the video’s miniature hospital room as a limited-edition DIY kit. The collaboration was brought to life through a stop-motion film showing the miniature set coming together piece by piece, which ran organically and as paid media across TikTok and Instagram.
PRODUCTION PARTNER: STUDIO LINGUINI
Photography by Interscope Records for Etsy Partnership