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- BB 04: Betting big and branching out with Squarespace and OTW by Vans
BB 04: Betting big and branching out with Squarespace and OTW by Vans
What do Martin Scorcese, aliens, websites, skateboarding and fashion have in common?
Schema Agency & Coco Quizon
February 28, 2024
The Brief of the Brief
Dissecting Martin & Francesca Scorsese for Squarespace
Squarespace is a design-forward drag-and-drop site builder that aims to provide individuals and small businesses with the tools they need to build their presence online. David Lee, the Chief Creative Officer in charge of Squarespace's in-house agency says, “At Squarespace, we have always said that an idea isn't real until you make a website for it”. To showcase the impact of having a professional web presence, the company has launched a comprehensive marketing campaign featuring a game day spot, extendeding via digital and social channels in the first half of 2024…and guess what? It features Martin Scorsese and his daughter, Francesca.
A still from the film, which includes other ancillary material like movie posters.
Martin Scorsese’s 30-second film for Squarespace was probably one of the quietest ad releases from marketing’s second noisiest season. For Squarespace’s 10th Superbowl ad, Francesca Scorsese helps her father, Martin Scorsese, build a website for his 30-second film, Hello Down There, about aliens looking for new ways to connect with humans who have missed bold attempts at connection because of the digital clutter that consumes them. Unable to get into the motivations of being a website, Martin laments saying, that if only he could build a website to dive deeper into his storytelling it would make for a better film. Francesca saves the day with Squarespace.
The alien landing page designed by Martin Scorsese and his daughter, Francesca.
In the last year, Francesca has been consistently building her father’s social media presence, frequently posting TikToks featuring her father doing the latest trends or sharing insights on filmmaking, revealing to the world a side to Martin Scorsese once accessible only to those close to him. Francesca, who is quite the director herself, can quickly land stories herself by weaving her and her father’s interest in film and storytelling, in a language understood by her peers.
Marty and Francesca in one of the scenes from the film where they discuss what kind of website they would need.
The campaign also features an extended version of the game day spot, special edition movie posters, additional video content, and a comedic film starring Martin Scorsese and his daughter Francesca Scorsese discussing the creation of a Squarespace website. Francesca also directed a behind-the-scenes look at the making of the in-game spot.
These big game spots give us a lot of “bridging the gap” lessons, and here are a few more insights we can glean from Squarespace’s execution.
Let a single thought drive your campaign
David Lee had been thinking that there were lots of news stories in the year prior where evidence of aliens and alien sightings had been found but no one around him was talking about it. Instead, people were consumed by the digital world that was already around him, and he thought, what if this is why we haven’t ever made contact? Maybe they would have if they made a website. In this case, not every marketing execution needs to start with a multi-prong communications strategy. To land the story you want to tell, develop a strong story that keeps your brand at the center and extends its life from there.
Intelligently select collaborators and make the smart investment
With the right budget, you can get any collaborator you want for your campaign. But with the right thinking, you can make the investment that makes your campaign more thoughtful and relevant to your audience. For their spot, Squarespace could have easily just gone for Martin Scorsese, but there would have been a logic gap there that pokes holes in their storytelling. How would Martin Scorsese know about Squarespace to make a website for his aliens who need a website? Well, his internet-famous, digital native daughter.
Visit the project here.
Vans formally launches OTW
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Eight months ago, Vans shuttered its much-loved premium line, Vault by Vans, and announced a relaunch with Vans OTW. Vault by Vans was known for its exclusive releases and collaborations based on classic Vans silhouettes.
The line was available only at select retailers making it even more desirable for the sneakerheads while staying true to their skater core. Some of its storied collaborations included Marc Jacobs, JJJJound, Nicole McClaughlin, and most recently, Gucci.
The Vans OTW launch, right on the river Seine, blended fashion and skateboarding to showcase the first collection of Apparel and Footwear.
OTW was announced in a skatepark at Paris Fashion Week, with guests like designer, Haider Ackerman, and L’uomo Vogue editor Robert Rabenstiener, cementing its position as a fashion-first technical brand. The addition of apparel also marks how OTW will be different from Vault, which was only a premium footwear line in the Vans portfolio.
Don’t be afraid to branch out, but make sure it’s with intention and aligns with your brand’s culture
In an interview with Hypebeast, Ian Ginoza, VP of Creative Direction for OTW by Vans notes, “OTW by Vans is a frontier for progression, experiences, and collaboration. The skateboarding mindset is core to Vans, and OTW enriches that spirit through a distinct perspective to propel culture forward.” OTW by vans will stay true to classic skater silhouettes while putting forward artist-led collaborations and higher-end apparel.
Even through evolutions, never forget your core
Rebranding any heritage brand known for a specific lifestyle is challenging, especially when the desired result of opening up the brand to a new audience. There will always be a risk of alienating your original clientele. In its executions, OTW is mindful of this and navigates the changes with finesse. Keeping skateboarding and its lifestyle at the center of ideation, communication strategy, and design while presenting it in new avenues generates organic excitement and positive sentiment for the brand, even if there are a few Vault loyalists in the comments section.
