The design and creation of a business website come together right before our eyes in this three-spot “Build It Beautiful” campaign–including this spot titled “Apothecary”–for Squarespace.
Each commercial showcases the beauty of various ensembles of objects in motion, falling from chaos into perfect arrangement, ultimately landing as beautiful still images on Squarespace pages. Using the Phantom Flex4K and masterfully lit sets, director Tim Brown of 1stAveMachine, partner/executive creative director Aaron Duffy of SpecialGuest and DP Martin Ahlgren were able to shoot 1,000FPS footage so crisp that at first glance, the slow motion spots, made entirely with practical effects, look like clever CG. The result is a series of vivid, high-definition masterpieces, each appearing as a living still life.
Credits
Client Squarespace David Lee, chief creative officer; Ness Higson, creative director; Jenn Grossman, creative partnerships; Donovan Mafnas, Luis Gonzalez, Michelle Liv, designers. Creative SpecialGuest Aaron Duffy, partner/executive creative director; Jonathan Emmerling, creative director; Barry Gilbert, producer; Morgan Harary, sr. art director; Eddy Choi, jr. art director; Chloe Corner, creative development. Production 1stAveMachine Sam Penfield, partner/executive producer; Tim Brown, director; Lisanne McDonald, head of production; John Loughlin, VFX supervisor; Alec Sash, line producer; Martin Ahlgren, DP; Dylan Griffin, still photographer; Clement Price-Thomas, production designers; Karl Amdal, Jonathan Vitagliano, editors; Michael Glen, Joseph Pistono, Gerald Mark Soto, compositors. Postproduction Ricart & Co. Seth Ricart, color grading. Sound Design Joseph Fraioli. Music Sofia Hultquist, composer. Music NoiseRacket Brienne Rose, music supervision. Audio Post Gramercy Post
Lead agency Serviceplan’s new cross-media campaign for Lufthansa, “All it Takes is a Yes,” includes this short film which follows a protagonist who is magically transported from her daily office life to dream destinations with just a simple tap on the Lufthansa app.
We accompany her on a wonderful journey, discovering inspiring local experiences along the way. We see her at a dumpling shop in Shanghai, swimming in the turquoise waters near Rio de Janeiro, grabbing a sandwich at a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marvelling at the desert in South Africa. Along the way she connects with a character who’s seemingly following her. Inspired by magical realism, director Niclas Larsson via production house Iconoclast has crafted a stunning visual journey that perfectly blends reality and dream.
The campaign was developed and implemented by an international Serviceplan team under the creative lead of Serviceplan Germany chief creative officer Till Diestel, and global executive creative directors Erick Barrios Hernández and Wolfgang Warzilek.
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