Actor Adam Driver tries to wrap his head around the concept of a website for creating websites in this Super Bowl commercial for Squarespace.
Actually Driver isn’t quite alone in his mulling over. He’s joined by multiple clones of himself as he processes exactly what Squarespace does.
Aoife McArdle of production house SMUGGLER directed the commercial which is titled “The Singularity.” This is the 90-second version.
Client Squarespace David Lee, chief creative officer; Ben Hughes, VP creative; Mathieu Zarbatany, creative director; Alex Thompson, art director; Pepe Hernandez, copywriter; Wes Falik, Sion Prys, sr. producers; Erica Kung, head of production; Marisa Wasser, producer; Satu Pelkonen, design director; Albert Chang, design lead; Ryan Carrel, Zoonzin Lee, sr. designers; Wan Kang, designer; Sarah Harvey, editor; Alex tutelian, production designer; Christina Lu, Video Torres, motion designers; Siman Li, developer. Production SMUGGLER Aoife McArdle, director; Patrick Milling-Smith, Brian Carmody, Drew Santarsiero, exe cproducers; Sue Yeon Ahn, managing director; Alex Hughes, producer; Brian Quinlan, Chad “Frenchie” Alburtis, production supervisors; Logan Luchsinger, Sydney Tracey, commercial coordinators; Julie Guez, 1st AD; Anthony Dimino, DP; Khalid Mohtaseb, production designer. Editorial Final Cut Dan Sherwen, editor; Hannah Wederquist-Keller, NYC assistant editor; Thomas Brigden, UK assistant editor; Justin Brukman, managing director; Sarah Roebuck, exec producer; Penny Ensley, head of production; Jennifer Tremaglio, sr. producer. VFX/Color/Finishing Black Kite Adam Crocker, VFX supervisor; Jonny Freeman, Guillaume Weiss, George Brunt, VFX leads; Warren Gebhardt, Venu Prasath, David Birkill, VFX artists; Fin Crowther, 3D lead; Jim Cullen, Joel Paulin, Pawel Luszczak, Sandra Guarda, Florian Mounie, Ola Madsen, Lino Khay, Ronen Tanchum, Ravikumar M.S., James Bown, 3D artists; George Kyriacou, colorist; Amy Richardson, exec producer; Olivia Donovan, producer. Audio Heard City Gloria Pitagorsky, managing director; Mike Vitacco, Evan Mangiamele, sound designers/mixers; Jackie James, exec producer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
