Squarespace’s Creative Evolution: Key Points
- Three surreal stories bring eccentric founders to life in the latest chapter of Squarespace’s Change Your World campaign.
- Director Walid Labri captures ambition in visual form with narrative energy and design texture.
- Companies should show ideas through their products so inspiration aligns directly with features users can adopt.
Squarespace has just launched a new global campaign that celebrates creators who think differently.
The all-in-one platform, known for helping entrepreneurs build their websites without coding, continues its "Change Your World" series.
It adds three new cinematic shorts developed in-house and directed by Walid Labri of production house Love Song.
Each story centers on unique founders to show how creativity and technology can work together to launch an idea into reality, no matter how wild it is.
The series builds on last year’s campaign, making it more conematic and grounding it in emotion and humor while maintaining a strong visual signature.
In "Skydive," a thrill-seeker turns her living room into an airborne classroom.
Meanwhile, "Goth" transforms a mundane office into a world of dark fashion and attitude.
"Ohm," on the other hand, follows a calm traveler moving through city noise toward a place of balance and stillness.
All spots end with Squarespace's "A website makes it real" tagline.
"Our goal was to build on the simplicity and magic of last year's 'Change Your World' campaign while evolving the story to keep it fresh," Squarespace Group Creative Director Mathieu Zarbatany told DesignRush.
"We set out to expand its universe by introducing a new set of characters, business ideas, and visual worlds that reflect the diversity of entrepreneurs on our platform."
Zarbatany added that "the campaign celebrates how businesses come to life on Squarespace."
Tech Products That Feel Approachable
Labri captures what it means to create something new, using humor and visual rhythm to make the stories relatable.
Each film is paired with a website template inspired by its world.
Air, Night, and Aura are now available for users to explore and customize, connecting the campaign’s stories directly to the product experience.
The company just recently concluded its Refresh 2025 event, showcasing new products, services and updates.
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Squarespace is already serving 4.91 million active subscriptions in Q1 2024.
This figure reflects the platform’s growing role as a creative and commercial hub for small businesses and independent professionals.
As Squarespace expands its AI-assisted design tools and business management features, the brand continues to turn ideas into measurable growth.
“I like how the campaign connects creativity with real tools people can use," Aleksey Gureiev, technical lead at multidisciplinary software design and development agency Shakuro, told DesignRush.
"It shows that good design actually helps people start something. When tech feels approachable, it gives creators the confidence to bring their ideas to life.”
Why UX Still Defines Performance
Squarespace’s latest campaign also leaves behind a few clear lessons for anyone building brands through web design:
- Build narrative into product. Campaigns gain depth when the story leads directly to something users can interact with.
- Let visuals carry emotion. Strong cinematography and editing elevate product marketing into storytelling.
- Reflect authenticity. Realistic humor and personality make brand content more memorable.
Strong UX defines performance because it shapes how quickly inspiration becomes action, translating curiosity into clicks and visitors into customers.
Deloitte forecasts that 2025 U.S. holiday retail sales will grow between 2.9 % and 3.4 %, with e-commerce expected to lead growth at 7 % to 9 %.
This outlook underscores how critical digital experience has become.
Brands must deliver fast, purposeful, and emotional web environments to capture consumer attention during peak spending seasons.
Our Take: Can Creative Platforms Still Surprise Audiences?
I believe so, yes.
Squarespace’s campaign proves that creativity and usability can coexist naturally.
I think the short films really capture the mix of excitement and uncertainty that comes with launching something new.
When design, technology, and story move together, even the strangest ideas can find an audience and a business that feels alive.
Growth online starts with design that feels fast and purposeful. These top partners help brands deliver performance and personality in every pixel.
