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Squarespace: Welcome to Winona

Date: Jan 2020
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Squarespace has revealed the creative behind its sixth Super Bowl advertisement. The in-game advertisement titled 'Welcome to Winona' features Winona Ryder as she returns to her namesake of Winona, Minnesota. Winona captures the essence of her hometown through photography as she builds her first website, WelcometoWinona.com. The 30-second spot will run in the first half of the game, and is part of a larger creative campaign showcasing the concept that no matter what your dream is, a website makes it real.

“Growing up in a small town, you come to value the independent businesses that make a place like Winona thrive. Winona represents a lot of small towns and cities that aren't talked about as often or don't get as much attention. Helping to give a voice and a platform through Squarespace to this town is really wonderful,” said Ryder.

Squarespace founder and chief executive Anthony Casalena said: “Our mission at Squarespace is to be the all-in-one platform that powers the online presence for anyone who wants to stand out. For our sixth spot starring Winona Ryder, we set out to uplift the stories of small town America to inspire anyone to tell their unique story and legitimize their idea with a website.”

'Welcome to Winona', produced by Squarespace’s in-house creative team, was primarily shot on location in Winona, Minnesota, and features real Winonans. The campaign includes a digital long-form film and a professionally produced photo book featuring portraits, landscapes, and still lifes shot by Winona Ryder. Squarespace is offering residents of Winona a comped website for one year to provide a platform to the people and places that make the town thrive, and support the small business and entrepreneurs who are the fabric of the community.

“We wanted to work with someone notable who had yet to create their online presence,” said David Lee, chief creative officer of Squarespace. “Winona is an iconic actress with an iconic name, who also has an endearing origin story. Together, we set out to tell a story of self discovery, and follow along on her travels to the place where it all began. Welcome to Winona is an art project, a personal statement, and a meta journey about identity, but most importantly it’s also a celebration of the people and places that make Winona, Winona.”

Credits

TV SPOTS

(“Winona in Winona/Cop,” “Writer's Block/Diner” “Welcome to Winona” longform)

Client / In-House Creative: Squarespace

Chief Creative Officer: David Lee Creative Director: Ben Hughes Senior Art Director: Leilanni Todd Senior Copywriter: Matt McCarron Senior Designer: McLane Teitel Designer: KyungWan Kang Designer: Matt King

Director of Creative Production: Sandra Nam Brand Production Manager: Amy Kommatas

Senior Brand Creative Producer, Broadcast: Niki Polyocan Brand Creative Producer: Katie Flynn

Senior Photographer: Craig Reynolds

Senior Business Affairs Manager: Kiersten Bergstrom

Production Company: Anonymous Content

Director: Tim Godsall DOP: Tim Hudson

Production Designer: Paul Austerberry Managing Director: Eric Stern Executive Producer: SueEllen Clair Line Producer: Jeff Tanner

Editorial: Arcade Editorial Editor: Geoff Hounsell Assistant Editor: Max Hoffman Executive Producer: Sila Soyer Producer: Fanny Cruz

Finishing + VFX: Method Studios Senior Flame Lead: Stephen E. Morris VFX Supervisor: Ray Giarratana

2D Graphics: Nathanial Soto

Flame Artists: Christopher Memoli, Meggen Burdick, Margolit Steiner, Alex Djordjevic Head of Production: Tsiliana Jolson

Senior Producer: Cameron Lewis Assistants: Olivia Still, Nico Johnson

Color: Company 3

Colorist: Tom Poole Producer: Alexandra Lubrano

Music + Sound Design: Q Department

Mix: One Thousand Birds

Mixer: Torin Geller

Executive Producer: Kira MacKnight Producer: Alex Berner-Coe Recording Engineer: Jackie Zhou Producer: KT Pipal

“Welcome to Winona” PHOTO BOOK

Creative Director: Winona Ryder

Client/In-House Creative: Squarespace

Photographers: Craig Reynolds, Winona Ryder, David Lee 1st Photo Assistant: Max Dworkin

Photo Retouchers: Derek Kalisher, Kenneth Pizzo Designer: Matt King

Brand Creative Producer: Katie Flynn

TEASER/BTS FILM: “Winona Goes Home” Client/In-House Creative: Squarespace

Director: Phillipe Tremblay DOP: Dave Waldron Editor: Sarah Harvey

Brand Creative Producer: Katie Flynn

Colorist: Tom Poole

Mix: One Thousand Birds Finishing/VFX/Conform: Method Studios

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