In 2023, I finally had the chance to lead the production of my first Super Bowl Campaign at Squarespace. The goal of the campaign was simple: go back to the beginning of the brand’s story and tell people what Squarespace is. So we approached Adam Driver to contemplate the existential implications of a website that can create an infinite variety of websites.

Shot over four days by Smuggler’s Aoife McArdle, we used a variety of practical footage and VFX to create this homage to 70s sci-fi films. Dozens of men with the same build as Adam stuck it out through cold desert nights at the Trona Pinnacles in California as we captured hundreds of plates that would later be composited together with hundreds of performances by our leading man.

Editing was done by Dan Sherwen at Final Cut, while Black Kite took the VFX to epic levels. Photography was captured by our in-house photographer, Craig Reynolds, right on set. And the BTS mockumentary was directed by our creative team, Alex Thompson and Pepe Hernandez and cut by with our in-house editor, Sarah Harvey.

This project was a testament to the kind of magic that can only happen when you have great source material, a brilliant creative team, and fully committed partners.