The client’s goal was simple: communicate to creators that Squarespace is worth considering as they figure out how to turn viral success into something longer-lasting.

Squarespace approached us with a loose script outlining the trajectory of a fictional fashion designer/entrepreneur who has used the platform to turn their passion into an empire. Squarespace wanted the film to feel seamless and personable, whilst delivering a clear and easy-to-understand message to their varied audience.

Our objective was to create a visually balanced film that felt informative, playful and authentic whilst showcasing the importance of Squarespace’s role in the growth of a modern business.

Creating a distinct difference in the pre and post-platform moment to ensure Squarespace’s presence felt valued within the narrative; introduced through a mix of subtle and less-subtle digital moments such as mouse cursor curation, shifting purchase buttons and font ‘editing’ animations.

We highlighted our fashionista’s story through carefully crafted props and set designs. Positioned within clean, reductive colourama backdrops to allow for maximum impact and graphic alignment once layered with the 3D designed elements, text animation and framing devices.

Manifesting a perfect mix of playful and more literal on-screen moments that illustrate keywords and phrases, from inflating silk trousers to a hoard of effortlessly cool mannequin heads. Each item was there for a reason, falling in line with our clean, reductive and abstracted art direction.

Results indicate that the campaign was largely successful, generating more leads, a lift in ad recall, press coverage across multiple respected outlets (ie. Digiday & AdWeek) and positive sentiment on organic social.

Fashion was particularly hard-working for Squarespace. It was a top performer across all of its paid channels with 146.9 million total impressions. They also saw a higher-than-average video completion rate & click-through rates, suggesting we were able to effectively keep our audience interested and engaged.

The Fashion Spot also received the most likes and engagement out of the whole campaign across all organic channels, including Instagram, LinkedIn, YouTube and Twitter. On YouTube specifically, we saw that Fashion garnered the newest subscribers, likes, shares, and adds to playlist – these engagements indicate that the content was successful in bringing in new followers to the channel and that it was something viewers wanted to come back to.