Squarespace is a technology platform that makes it easy to build a website or online store. For the 2023 Super Bowl, our brief was to create a standout advertising moment on and around the game to drive brand recognition, comprehension and conversation, all while showcasing our elevated aesthetic point of view.

The role of social in the campaign was twofold: first to build excitement towards the launch of the main film and then to sustain it in the week before the Super Bowl.

Squarespace is a website that makes websites.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 “The Singularity” — the end of our physical reality and the beginning of something new.

On social, this idea was expressed through a series of posters that treated “The Singularity” as a cinematic release and a series of motion loops that brought the campaign line “A website to make websites” to life in a striking black and white design system.

Playing with various expressions of multiplication, to call back to the many Adams in the film, the movie posters are bold and almost brutalist in the style of Seventies science fiction (a major touchstone for the campaign).

The motion loops achieve psychedelic results using only the simplest of elements: black and white, one typeface and the line “A website that makes websites.”

Adam Driver isn’t online — but his massive, incredibly devoted fanbase is. Proudly referring to themselves as “The Rats,” after a line of dialogue in one of Adam’s early appearances on the long-running TV show Law & Order (“You’re supposed to feed the rats on schedule…or they get sick!”), they constantly scan the internet for even the tiniest crumb of content featuring their hero. We knew they would be our allies in amplifying the content — and they did, leading to a combined 200 million impressions for the campaign as a whole.

In popular culture, “the singularity” refers to a hypothetical future where technology advances faster than the human mind can keep up with it.