Squarespace goes full aspirational in its first campaign from Anomaly, telling anyone consumed by a passion but wondering if they should commit to it: "You should."
That tagline is featured in a new 60-second manifesto and a handful of print ads. The new brand campaign encourages those with an idea to act on it—to do the thing they really care about, to share their passion with the world, on Squarespace of course.
The design-centric website maker's :60, directed by Radical's Derek Cianfrance, is as beautifully made as usual, with the camera moving slowly in on a figure skater, musician, artist and others practicing their craft. This cleverly builds a sense of anticipation for something about to happen. That something, of course, is meant to be the Squarespace customer finally following his or her dream.
The integrated campaign spans TV, out-of-home, print and digital.
"'You Should' is a provocation to the millions of people out there who sit on their ideas and don't know where to express them," says Mike Byrne, founding partner and global CCO of Anomaly. "Squarespace is an ideal platform for not just giving your ideas life but being able to celebrate them in their truest and most beautiful form. It's essentially the ultimate creative tool and platform for expressing them. In this work, we wanted to pinpoint the creative moment before self-doubt dissuades most of us from making our ideas a reality. Welcome to your stage."
"Much of our marketing is about connecting with creators that share our values," says Squarespace founder and CEO Anthony Casalena. "2016 will be a big year for us, and we're excited to launch our new campaign that will inspire others to follow their passions and create something beautiful on Squarespace."
The campaign broke on the Golden Globes and will continue on the Super Bowl. The creators featured in the campaign include the following:
• Music – Lazer Cake
• Food/Small Biz – Van Leeuwen Ice Cream
• Interior Design/Small Biz – Liza Laserow
• Art/Design – Craig Ward
• Design/Small Biz – Carlos Naude
• Wedding – Jackie & LP
• Athlete – Kevin Shum
• Music – Steph Barker
• Fashion – Chelsea Bravo
• Food – North Brooklyn Farms
• Photography – Alex Strohl
Check out the print work here:
Founder and CEO: Anthony Casalena
CCO: David Lee
Director of Brand Marketing: Amory Wooden
Art Director: Andre do Amaral
Photographer: Dustin Aksland
Cinemagraphs: Josh Rothstein
Production Company: Fill in the Blank
Production Company: Radical Media
Director: Derek Cianfrance
Director of Photography: Sean Bobbitt
Executive Producer: Frank Scherma
Executive Producer: Greg Carlesimo
Head of Production: Frank Dituri
Producer: Cody Ryder
1st Asst. Director: Dave Backus
Wardrobe Stylist: Choo Choo Kim
Hair/Makeup: Michelle Beck
Production Designer: Jade Healey
Editor: Jeff Ferruzzo
Editorial Company: Arcade Edit
Assistant Editor: Sam Barden
Producer: Gavin Carroll
Animator Scott Pallo
Flame Artist Tristian Wake
Flame Assistant Mark Popham
Executive Producer: Sila Soyer