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
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
