Reflect—touting the “design structure and the functionality needed to house a modern portfolio” that includes gridded text, galleries, and accordion blocks—is available now to Squarespace customers in six languages (English, German, Italian, Portuguese, Spanish, and French).
Brand halo plus call to action
Deals with Koons and other artists give Squarespace a twofold benefit: there’s a brand building aspect, highlighting its connection to influential movers and shakers in pop culture, while serving as a solid product pitch.
The campaign, with an additional spot called “Inflate,” targets the core audience of designers and DIY makers, while potentially reaching new consumers, Lee said.
As an outspoken proponent of “the human touch” in the age of artificial intelligence, Lee said the link to innovators like Koons underlines the fact that “critical thought and great taste will be the currency of the future.”
Both of the new campaign videos, shot at Koons’ studio in New York, come from the in-house Squarespace team whose track record includes lauded Super Bowl ads and frequent Hollywood cross-overs with A-listers such as Martin Scorsese.
The latest iteration of Squarespace Collection comes on the heels of another brand effort under the umbrella banner “Change Your World.” A trio of music-driven spots, directed by Vania & Muggia, take viewers through the process of starting and growing a business.
Filled with cheeky visual effects, “Bakery,” “Muscles,” and “Scuba” center on entrepreneurs who buy a domain, build their site, and kick off their ecommerce sales and services in record-setting time, intending to back up the tagline, “It all starts with a website.”
