SQUARESPACE
A Website Makes It Real
FutureDeluxe created a series of high-impact CGI films, consisting of three individual hero films, each centred on a different business category, including floral, personal training and ballet.
The core idea centred on the act of creation itself: as the website name is typed out, each keystroke triggers the flowers to grow and assemble—literally bringing the brand to life in real time, as if the business is blooming into existence through the simple act of making a site.
I collaborated with FutureDeluxe to help bring the campaign to life, leading on overall art direction and shaping the visual language across the films. I focused particularly on the floral route—developing the lookdev, researching and designing bespoke flower forms, and crafting growth-inspired animation that felt organic yet intentional.
The digital out-of-home campaign spans more than 40 premium sites across New York City, including LinkNYC, the Penn District Digital Skybox and 180° Experience, Subway Livecard MAX trains, Liveboard Arrays, and the Oculus at Westfield World Trade Centre.
Designed, Directed and Produced by FutureDeluxe
Executive Creative Director – Will Mercer, Ant Baena
Creative Director – Kristian Glenn
Art Director – Joey Phinn
Executive Producer – Elise Ford
Senior Producer – Kavita Daggar
Producer – George Cooper
CG Artists – Ziyad Abahussin, Fee Fuchs, Sasha Gudkova, Theo Nunn, Stevie Rees, Matt Dippenaar, Chris Harrison, Raj Davsi
2D MGFX – Seth De Silva
Head of Global Production – Caleigh Illerbrun
Production Director – Helen Randall
Resource Coordinator – Laura Palladini
Sound Design (for r&d animation, not official) – George Hill
ROLE – Art direction, styleframes & concepting, animation & production (focusing predominantly on the Floral route)
TOOLS – Cinema4D, Redshift