Venice, CA-based The Mission visualizes perilous navigation through the muck of the Internet for Squarespace’s first-ever Super Bowl spot in the artfully chaotic :30, “A Better Web Awaits,” produced direct-to-client. Directed by Anonymous Content’s Malcolm Venville, the 30-second spot delivers an expedition into the hazards and annoyances of web surfing, complete with aggressive pop-ups, offers and advertisements; all in stark contrast to a streamlined web experience through Squarespace.
The Mission was tasked with building the dystopian fantasy world into a believable, epic-yet-grimy experience. Utilizing matte paintings to extend the cityscape, The Mission transformed a small backlot borough into a sprawling metropolis. Then, the team added wrecking ball emoticons, drone billboards and extensive ‘tasteless’ signage. They also added props on the characters, such as the 5-star ratings icons, mortgage badge and stock footage windows. These elements were designed in Adobe Creative Cloud, animated and lit in Maya, and rendered with V-Ray. Additionally, Internet memes were brought to life starting with a disturbing head swap, a mocking Quaker in a window and those pervasively annoying ‘trolls.’
All compositing and grading were done in Flame Premium, and the webpage layout and end-tag animation with Adobe CC.
Says The Mission’s Creative Director Rob Trent, “It was incredibly fun to stretch our imaginations here at The Mission in trying to create just the right CG props for each character, and to concept the city to suit the aesthetic our client was going for.”
“A Better Web Awaits” is a tactile interpretation of a cluttered, seedy web experience. A baby-faced man holds an adult-domed baby, leading into an onslaught of garish and intrusive web interruptions. A man stares down an impending pack of personified Internet hazards: a highly aggressive bodybuilder emblazoned with a tacky “Go” button pushes for a click, a man in a full body yellow hazmat suit warns of viruses, a neurotic mom begs for ‘Likes’ on social media baby photos and other Internet nuisances bring to life the pop-up offers, warnings and propositions that hinder a user’s web experience. The mayhem fades away, cutting to the man in a much calmer state, surfing the web through an un-cluttered Squarespace experience. A voiceover concludes, “We can’t change what the web has become, but we can change what it will be. A better web starts with your site. Squarespace.”
Source: The Mission