This was a pilot project to inform Etsy’s 2016 media approach, with verticals for exploration including Fashion, Christmas, Gourmet, Interiors, and Wedding.

Products in context are a powerful way to tell a story about a particular time and place, ultimately in order to create an inspirational and relatable response. Using one set of images across three continents and seven countries sets a definitive framework of approach, taking into consideration global trends, shipping logistics, and of course a strong narrative that needed to come into play.

Working with input from the Etsy International PR teams, images for each vertical were crafted out together with various creative talent. Each shoot uses people, products and spaces from the Etsy community, basing the approach on one of the company's core values; ‘keep it real’.

The resulting images were used across Etsy social channels, in-person events, and long lead press.