ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Television / Film / Online Video / Online - Series
Annual ID
ADC104_ADV109M
Background
Squarespace, an all in one website building platform, believes that putting any idea online can help turn it into a reality.
As Squarespace continues to grow into new markets around the globe, we needed a way to refresh our ongoing brand line – “A Website Makes It Real” in a quick, simple and visual way.
As Squarespace continues to grow into new markets around the globe, we needed a way to refresh our ongoing brand line – “A Website Makes It Real” in a quick, simple and visual way.
Creative Idea
We created a series of films that brought different entrepreneurs' businesses to life, literally, with each click and drag of building their websites.
Insights & Strategy
Everyday, millions of people dream of starting their own business (60% of Americans). But, the distance between that dream and their current reality can feel daunting and full of uncertainty - even though a few small actions, like getting a domain, can be the catalyst that jumpstarts everything. We wanted to illustrate just how important that first step can be, showing that the dream of entrepreneurship is within reach. Getting a domain and starting a website is the easiest first step to launching your idea and making those dreams a reality.
Execution
From a power lifter who ‘pumps up’ an entire diner to a diving instructor who turns their apartment into the sea, the films were shot on film and almost entirely in camera for a real and authentic look.
In ‘Muscles’, bodybuilders were visually matched with regular people to show the transition of their biceps inflating on screen. In ‘Bakery’, rigs were designed on laptops to shoot flour through the keys when pressed. And in ‘Scuba’, we built an apartment inside of a tank, shooting underwater for the majority of the day.
Since we shot mostly in-camera, we wanted the music to feel like a real character, too. To do so, we went back to the days of analog, working to compose and record three custom tracks (and lyrics) to accompany each film. In each piece, we committed to an all-analog signal path from end to end, meaning each instrument and microphone used was analog circuity, all manufactured before 1980.
In ‘Muscles’, bodybuilders were visually matched with regular people to show the transition of their biceps inflating on screen. In ‘Bakery’, rigs were designed on laptops to shoot flour through the keys when pressed. And in ‘Scuba’, we built an apartment inside of a tank, shooting underwater for the majority of the day.
Since we shot mostly in-camera, we wanted the music to feel like a real character, too. To do so, we went back to the days of analog, working to compose and record three custom tracks (and lyrics) to accompany each film. In each piece, we committed to an all-analog signal path from end to end, meaning each instrument and microphone used was analog circuity, all manufactured before 1980.
Results
The campaign is still live in-market, and we’re seeing positive results specifically across US + UK with +5% brand lift and above average engagement rates (+15% VCR and +59% CTR).
2025 Awards
Total Points: 3
Merit Honor
Credits
Brand-Side / In-House Agency
Squarespace
Production Company
Iconoclast / Los Angeles
Music / Sound Production Company
Heard City
Q Department
Post Production Company
Cartel Editorial
Electric Theatre Collective
Chief Creative Officer
David Lee
Creative Director
Mathieu Zarbatany
Ben Hodgin
Design Director
Satu Pelkonen
Designer
Joanna Hsu
Wan Kang
Jaycee Masucci
Director
Vania Heymann
Gal Muggia
Director of Photography
Mauro Chiarello
Editor
Leo Scott
Ellie Johnson
Motion Designer
Christina Lu
Strategist
Olivia Cohen
Celeste Scott
Strategy Director
Nate Skinner
Executive Producer
Erica Kung
Marisa Wasser
Valerie Romer
Senior Art Director
Alex Thompson
Senior Copywriter
Pepe Hernandez
Business Affairs Manager
Luke Richard
Head of Business Affairs
Kiersten Bergstrom-Pavlik
Line Producer
Gabrielle Yuro
Managing Director
Charles Marie Anthonioz
Production Designer
Andy Kelly
Senior Business Affairs Manager
Michelle Crane
VP, International & GTM
Jacqueline Gonzales
Related Awards
