Anomaly’s First Squarespace Ads Tell Those Thinking of Following a Dream: ‘You Should’

Platform enables passion

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: 

CREDITS

Client: Squarespace

Founder and CEO: Anthony Casalena

CCO: David Lee

Director of Brand Marketing: Amory Wooden

Art Director: Andre do Amaral

Agency: Anomaly

Print:

Photographer: Dustin Aksland

Cinemagraphs: Josh Rothstein

Production Company: Fill in the Blank

Film:

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