“[Etsy’s] sellers aren’t just filling orders, they’re conjuring magic from their fingertips and channeling their talents into the creation of objects you can touch and keep,” David Kolbusz, chief creative officer of Orchard Creative, said in a statement.

“Our film isn’t anti-tech, it’s pro-human. It’s a reminder that the things that arrive on your doorstep can come from someplace more meaningful than a fulfillment center. They can come from the homes and studios of the people who labored over their creation.”

Alongside the campaign, Etsy has released a new set of creative standards to clarify sellers’ roles in the products that appear in its marketplace. Each listing page will be labelled under a set of categories that say whether an item was made, designed, sourced or handpicked by the seller.