David Gianatasio, a managing editor at Clio Awards, reports that Squarespace has launched a new ad campaign called “Change Your World.” The campaign features three spots directed by Vania Heymann and Gal Muggia. The ads showcase how businesses can be started and developed online using Squarespace. In the “Bakery” ad, flour puffs out from a keyboard and flows out of taps as a baker starts her business.
The “Muscles” ad shows a man launching a gym from his laptop, with people around him becoming muscle-bound. The yet-to-launch “Scuba” film presents a scuba instructor at his desk becoming gradually submerged in water. For the “Scuba” ad, the production team built an entire apartment inside a water tank to capture the immersion in one take.
Mathieu Zarbatany, Squarespace’s creative director, said they wanted to visualize how entrepreneurs transform their realities in striking ways.
change your world campaign
Zarbatany explained that they focused on showcasing Squarespace’s two biggest offerings – domains and websites.
The team decided to capture most of the effects in-camera to achieve a distinct, raw look. The most challenging part was the underwater scenes in the “Scuba” ad. Vania & Muggia’s creative approach aligned perfectly with Squarespace’s vision.
Zarbatany’s favorite moments from the ads include the smaller, quieter moments of transformation and the biceps morphing into bodybuilders in the “Muscle Club” film. The campaign fits into Squarespace’s wider creative strategy of distilling messages into simple insights and bringing them to life in interesting, creative, and unexpected ways. The goal is to inspire current and future entrepreneurs to build their dreams with Squarespace.
