Continuing its partnership with SpecialGuest, Squarespace tasked the team with shooting a series of stunning spots featuring real customers’ businesses in unmatched definition and clarity. The result is the poetically-charged “Build it Beautiful” campaign, a trio of kinetic :30s that serve as a powerful follow up to the partnership’s recent successful launch of Squarespace 7.
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The three spots showcase the authentic beauty of various ensembles of objects in motion, falling from chaos into perfect arrangement, ultimately landing as beautiful still images on Squarespace pages. Using the cutting edge Phantom Flex4K and masterfully lit sets, Director Tim Brown and Partner/ECD Aaron Duffy were able to shoot 1,000FPS footage so crisp that at first glance, the slow motion spots, made entirely with practical effects, look like clever CG. The result is a series of vivid, high-definition masterpieces, each appearing as a living still life.
In a unique collaboration with real Squarespace users, each spot features a different cast of objects selected to represent the real businesses’ sites. The carefully selected customers worked closely with SpecialGuest and the team at Squarespace to showcase how the platform allowed them to create the state-of-the-art online identities they envisioned for their companies. By designing the campaign around the aesthetic purity of motion, SpecialGuest enabled Squarespace to showcase a variety of industries by selecting different sets of objects.
“The campaign is a truly collaborative effort, working with these businesses to properly convey the passion and energy behind the Squarespace community,” explains Duffy. “That’s part of what makes Squarespace great, both as a creative partner and as a platform: ultimately Squarespace is about more than just building websites. It’s also about helping to support and empower its community.”
This campaign for Squarespace follows a series of visually dynamic projects from SpecialGuest, including a new experiential program for Qualcomm, a romantic piece for Facebook, and an energetic stop-motion spot for Frooti’s rebrand.
Downloads:
Credits:
Client: Squarespace
Chief Creative Officer: David Lee
Creative Director: Ness Higson
Creative Partnerships: Jenn Grossman
Designer: Donovan Mafnas
Designer: Luis Gonzalez
Designer: Michelle Liv
Creative Partner: SpecialGuest
Partner/ECD: Aaron Duffy
Business Director: Ashley McGee
Creative Director: Jonathan Emmerling
Producer: Barry Gilbert
Sr. Art Director: Morgan Harary
Jr. Art Director: Eddy Choi
Creative Development: Chloe Corner
Production Co: 1stAveMachine
Partner/Executive Producer: Sam Penfield
Director: Tim Brown
Head of Production: Lisanne McDonald
Visual Effects Supervisor: John Loughlin
Line Producer: Alec Sash
Director of Photography: Martin Ahlgren
Still Photographer: Dylan Griffin
Production Designer: Clement Price-Thomas
Editors: Karl Amdal, Jonathan Vitagliano
Compositors: Michael Glen, Joseph Pistono, Gerald Mark Soto
Color Grading: Seth Ricart @Ricart & Co
Sound Design: Joseph Fraioli
Music Supervision: Brienne Rose @ NoiseRacket
Audio Mix: Gramercy Post
Music Composition: Apothecary: Sofia Hultquist / Greater Goods: M. Colton / Yield: Adam Arcuragi + Jonny Diina
About SpecialGuest:
SpecialGuest is a creative renaissance company made of hybrid thinkers and hyper makers.
Working with clients who want to reach their audience in the most creative way possible and who love being a part of that process, there’s no limit to what SpecialGuest can do.
Based in Brooklyn, New York, SpecialGuest was founded by Aaron Duffy in collaboration with the partners of 1stAveMachine.