This film is a tactile take on the online experience. Blurring the lines between the digital and the physical, it is a playful showcase of the contemporary artist Daniel Arsham and his work. As Daniel narrates his vision for his Squarespace website we see his material world brought to life with seamless animations that serve as abstracted metaphors for the functionality of the Squarespace platform.

We did extensive research into the life and work of each of our three featured artists to ensure that we captured the authenticity of their worlds. In the case of Daniel Arsham, we visited his studio in New York and captured his artworks with photogrammetry scanning techniques - giving us perfect 3D models of key pieces. The way we animated the objects is relevant to his style: he plays with notions related to space, time and gravity, so we played with those same themes and mimicked some of the gestures that can be found in his art. Our campaign, however, needed to have its own visual language that wasn’t eclipsed by the worlds of our artists, so we landed on a restrained, reductive art direction for all three pieces. The material qualities of the worlds are bespoke to our subjects - Daniel’s is formed from rich sands, concretes, powdery textures.