We conceptualised, designed and directed a set of three commercials for the website-building trailblazers Squarespace for their latest ‘Make The Next Empire’ campaign. There were three selected verticals/personas — Fashion, Culinary & Wellness — to help emphasize this point and relate to the audience, knowing many of the customers (existing and prospective) are creators within those industries.

The Fashion Spot utilised 2D and 3D animation alongside live action, we created a commercial that shines a light on a fictional entrepreneur that has used the platform to turn their passions into an empire. Introducing an interesting and tactile motion language in which type, 3D vignettes and live action could live and work harmoniously within our design system to craft-fully illustrate and accompany the hero voiceover.

The client’s goal was simple: communicate to creators that Squarespace is worth considering as they figure out how to turn viral success into something longer-lasting.

Squarespace approached us with a loose script outlining the trajectory of a fictional fashion designer/entrepreneur who has used the platform to turn their passion into an empire. Squarespace wanted the film to feel seamless and personable, whilst delivering a clear and easy-to-understand message to their varied audience.

Our objective was to create a visually balanced film that felt informative, playful and authentic whilst showcasing the importance of Squarespace’s role in the growth of a modern business.

Creating a distinct difference in the pre and post-platform moment to ensure Squarespace’s presence felt valued within the narrative; introduced through a mix of subtle and less-subtle digital moments such as mouse cursor curation, shifting purchase buttons and font ‘editing’ animations.

We highlighted our fashionista’s story through carefully crafted props and set designs. Positioned within clean, reductive colourama backdrops to allow for maximum impact and graphic alignment once layered with the 3D designed elements, text animation and framing devices.

Manifesting a perfect mix of playful and more literal on-screen moments that illustrate keywords and phrases, from inflating silk trousers to a hoard of effortlessly cool mannequin heads. Each item was there for a reason, falling in line with our clean, reductive and abstracted art direction.