For Holiday 2026 we wanted to build off the success of our provocative SHOP NON BILLIONAIRE JEFFS campaign with Etsy. That campaign had felt risky at the time, but we learned that people actually do want to see someone call out the Big Guy for his brutal erosion of humanity and human interaction. Parents (and everyone, really) know well the dark night of the soul that occurs at 11PM on Christmas Eve, as you contemplate a horde of soulless boxes and wonder what on earth made you think this was a viable recipe for holiday magic. So we created a holiday tale about a robot-fueled Christmas gone wrong, and the beautifully human alternative: the 7 million workshops of global sellers creating personal gifts made with love and care. Kind of like the North Pole, but much easier to access.

The follow up was an ode to custom ornaments that become part of your personal holiday lore, set to a brand-new holiday track of this unknown artist named Olivia Rodrigo. 

Directed by Autumn De Wilde