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Music & Sound
Music Adaptation - Instrumental

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Entrant: Heavy Duty Projects, New York
Brand: Etsy
Title: "Your Mission: Tim"
Corporate Name of Client: Etsy
Agency: Orchard Creative, New York
Agency Chief Executive Officer: Barney Robinson
Global Chief Creative Officer: David Kolbusz
Executive Creative Director: Jimm Lasser
Senior Creative Directors: Heather Larimer/Devon Hong/Conor Dooley
Senior Copywriter: Grady Linnihan
Senior Art Director: Perry Morton
Agency Head of Production: Jenn Pennington
Agency Account Director: Hayley Howell
Agency Account Manager: Becky Tanner
Production Companies: Biscuit Filmworks, Los Angeles/Biscuit Filmworks, London
Production Managing Director: Steve Rogers
Director - US: Shawn Lacy
Director - UK: Rupert Reynolds-Maclean
1st AD: James Murray
Executive Producers: Holly Vega/Ellese Shell
Producer: Jay Veal
Head of Production - US: Sean Moody
Head of Production - UK: Sara Cummins
Production Project Manager: Esther Rich
Post-Producer: Brooke Rhoden
Music Production Company: Heavy Duty Projects, New York
Music Executive Producer: Zach Pollakoff
Music Composer: Lalo Schifrin
Song Title: Mission Impossible

Description:
This campaign is considered by many to have won the holidays last year. Dubbed AdAge’s #1 Campaign You Need to Know About Right Now, this music-driven series of spots uses the iconic Mission Impossible theme to drive home the message: Etsy makes the impossible, possible, this holiday season. What comes across as a remarkably brilliant, and simple execution was actually an exciting challenge on the production side. Adapting 4 different musical scripts to the heavily syncopated Mission Impossible theme was a true jigsaw puzzle.

Our work began there, through casting UK and US singers, recording, and arranging a new version of the iconic theme.

We also provided final mix and sound design across the campaign. A shared goal with the agency's creative team was to capture a real-to-life sounding performance from our on-screen talent.

The brand famously caters to those who crave something authentic, personalized, and at various price points and our final product reflects this message.

In their third-quarter earnings, Etsy reported a record 92 million active buyers.

"The music production company was confident enough in musical language to help guide us in the reconstruction process, but also flexible and collaborative enough to allow us to explore and build - before, during and after filming.

They were a true partner every step of the way. In the end we have a collection of spots that really shine." Jenn Pennington, Head of Production at the Agency.