The main objective was to create a standout brand moment for Squarespace at and around the Super Bowl, the world’s most high stakes media event.

The main idea for this campaign was the concept of singularity. In the campaign, actor Adam Driver plays multiple versions of himself and is struck by the idea that Squarespace is a website that makes websites. He follows that line of thinking down the rabbit hole, reality itself begins to unravel, triggering a singularity event.

The main spot (90 seconds long, submitted here) is a hero film inspired by the cinematic language of the 70’s science fiction films. Musically, Squarespace's in-house creative agency envisioned that we should create a mix of orchestral film score, drones and 70’s synths, that feels familiar and strange all at once.

Squarespace is a website that makes websites. In Squarespace's 2023 Super Bowl commercial, this realization sends actor Adam Driver on an epic journey to the fraying edges of reality, where he spawns multiple versions of himself and ultimately triggers “Singularity” — the end of our physical reality and the beginning of something new.

Squarespace's in-house creative agency wanted to capture the feeling of how that one little crack in reality can lead to tumbling down the rabbit hole. The director Aoife McArdle connected with that aspect and brought a lot of vintage sci-fi references to the table that supported the idea perfectly. We created an original music score that is a blend of orchestral film score, drones and vintage synths from the 70’s, bringing that idea to life.

The guiding principle for this campaign was strategic simplicity. Rather than to explain everything that Squarespace does in a single film, the focus was instead on getting the audience to remember one thing: that it is, as Squarespace founder Anthony Casalena once pitched, “a website that makes websites.”

The work generated over 200 million media impressions, drove over 250,000 visits to squarespace.com on Super Bowl Sunday and was widely praised as one of the best campaigns of the 2023 game.