Squarespace is a technology platform that makes it easy to build a website or online store. For the 2023 Super Bowl, our brief was to create a standout advertising moment on and around the game to drive brand recognition, comprehension and conversation, all while showcasing our elevated aesthetic point of view.

The role of the campaign website was to serve as a bridge between the campaign and our product.

Squarespace is a website that makes websites. This realization sends actor Adam Driver on an epic journey to the fraying edges of reality, where he spawns multiple versions of himself and ultimately triggers “The Singularity” — the end of our physical reality and the beginning of something new.

Beyond serving as a campaign hub, visitors to the website can interact with Adam Driver’s 3D head. With every click, he riffs on “websites” and spits out a Squarespace template that the user can choose as a starting point for their own sites. With more clicks, the head splits into two, then three Adam Drivers.

Clicking on a template transitions the user into the Squarespace product, where they can start a free trial and begin building their website.

The campaign generated over 200 million media impressions, 656,600,603 total video views and drove over 250,000 visits to squarespace.com on Super Bowl Sunday. It also created a massive swell of activity on social media, leading to Adam Driver trending on Twitter and the campaign line “a website that makes websites” becoming a meme.

The site itself received over 62,000 visitors, 9,000 of whom clicked through to Squarespace.com.