Cannes Lions

Squarespace x Leon Bridges

PREACHER, Austin / SQUARESPACE / 2017

Case Film
Supporting Content
Supporting Images

Overview

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Credits

Overview

Description

Our idea went all-in on proving Squarespace is the perfect place for musicians and bands. We teamed up with up-and-coming R&B/Soul artist, and Squarespace user, Leon Bridges. Then we got legendary rock photographer, Danny Clinch, to capture his story in film and photography - which was then used to redesign both guys’ sites on Squarespace.

We developed a campaign that started with a :60 second spot on Leon’s rise to fame, which debuted on The Grammys. By tagging along with Leon to as finished up his tour and revisited the people and places that made him in Ft. Worth, we also created a short documentary called “This Is Home.” A poster and other assets were designed to promote special screenings of the film which included performances from Leon himself.

Execution

Our team joined Leon Bridges on his tour bus as he went from a performance in Memphis during MLK day back to his hometown of Ft. Worth. Everything was documented as Leon revisited the real people and places that made him. We had hours of great footage and thousands of beautiful photos. We crafted this into :60 and :30 films set to Leon’s track “Smooth Sailin’” and showing his actual journey from open mics to the big stage. Along with these spots, which ran on The Grammys and NBA playoffs, we created a 20-minute documentary with a light brand touch that gave Leon and others a window into his journey. We debuted this piece during a special screening in NYC then for hundreds of fans in Leon’s hometown. We then shared it on social and Vimeo for all to see.

Outcome

The project resulted in a 34% month to month increase in visits to Squarespace.com and a major jump up the iTunes chart for Leon Bridges.

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