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Home » Juniper Jones Reveals “Better Websites For All” With New Squarespace Commercial

Juniper Jones Reveals “Better Websites For All” With New Squarespace Commercial

Creative production studio Juniper Jones recently crafted a new commercial for Squarespace, a software service-based Content Management System (CMS), which provides creative tools that power the future of the web, from mobile and e-commerce experiences to website design and online publishing. Celebrating the diversity of Squarespace’s clientele, the 30-second spot builds on the company’s “Better Websites For All” campaign. The spot debuted on June 30th and will air nationally on broadcast and web.

[vimeo width=”499″ height=”275″]https://vimeo.com/99069970[/vimeo]

Squarespace’s in-house marketing team enlisted Juniper Jones as its production partner to execute their spot concept, which showcases the brand’s intuitive web development tools across multiple devices – and the myriad environments in which users can seamlessly create. Juniper Jones spearheaded the entire soup-to-nuts production, including live-action, graphics, VFX, compositing, editing and music licensing.

“Squarespace’s core team comes from an agency background, so they’re experts at telling and positioning their brand story,” remarks Kevin Robinson, Founder/Creative Director of Juniper Jones. “We worked closely with [Squarespace] Creative Director David Lee, who was extremely on point and definitive in terms of what they wanted. It was the ideal direct-to-client collaboration for us because it tapped into all of our strengths as a small shop, from visual storytelling to technical solutions, with clear lines of communication from the outset.”

Always looking beyond the standard solution, Juniper Jones opted to shoot the hands and devices in-house at their 1200-square-foot stage in Brooklyn, streamlining the live action-to-edit workflow and allowing production to be more cost effective in the process. The environmental backplates were provided by Squarespace from their existing print and digital campaign.

“We captured all of the footage on a RED at 5K to closely match the caliber of the print campaign,” Robinson elaborates. “Replicating such assets extended to our website animations in After Effects. To the naked eye, it seems like a fairly simple spot, but there are actually a number of technical challenges to get a project like this off the ground.”

Citing how its employees understand the brand better than anyone else, Squarespace enlisted some of them to hand-model for the demos – and one employee even provided the voiceover. Adding authenticity to the experience, actual Squarespace clients are featured in the spot. One shot, for instance, features the street artist Hanksy showcasing his own website.

Juniper Jones used Nuke for compositing and clean-up, so the devices would appear sleek and beautiful. Editing and music licensing, also spearheaded by Juniper Jones, rounded out the post-intensive project, which took two months to complete.

“The edit was tricky with so many different actions to consider, including what’s happening on the device screens, in order to make them flow seamlessly in tandem,” says Kyle McKeveny, Juniper Jones Associate Producer/Music Supervisor. “Our animator worked together with the editor, so when there was a change, such as the timing of a sequence, he would create a mock-up. Having previously done TV work using a similar technique – essentially edits within edits – it was a fairly fluid process.”

According to Robinson, the project represents how well positioned Juniper Jones is to work flexibly and in a myriad of ways, from taking on a creative direct-to-client role, such as with broadcast networks, to a production partner with ad agencies.

“At the end of the day, whether it’s a TV promo or a commercial – or even creating your own website on Squarespace – we’re all storytelling,” concludes Robinson. “People want to feel something, so you have to create an emotional connection. Once you’ve brought that out, you’ve done your job.”

Screenwork Credits Project: “Squarespace — Better Websites For All” Commercial Airdate: 6/30/14

Client: Squarespace, New York, NY Creative Director: David Lee Producer: Richard Minkoff Production Artist: Luis Gonzalez Production Artist: Steven Neff Photo Retoucher: Craig Reynolds

Production Company: Juniper Jones, Brooklyn, NY Creative Director: Kevin Robinson Executive Producer: Ryan McRee DP: Eric Robbins Art Director: Jeffrey Welk Editor: Ron Brodie Music Supervisor: Kyle McKeveny

Where Shot: Juniper Jones, Brooklyn, NY

Audio Post: Digital Arts, New York, NY

About Juniper Jones: Juniper Jones is a Creative Production Company specializing in Concepting, Scripting, Designing, Branding, Animation, Editing, Live Action Production and Directing.

Juniper Jones thoroughly believes that a collaborative creative experience with the client yields unparalleled results. Clients know their brand better than anyone else and our job is to help nurture the creation of their stories.

 

Community & Partner Links

How Sony’s New Virtual Sound Technology Can Change How We Hear Films

Kami Asgar and Jessica Parks are post-production heavyweights who work with major studios, namely Sony. As a sound designer (Asgar) and as a post executive (Parks), their collective resume touches on everything from Apocalypto to Grandma’s Boy to Venom.

Parks has recently shifted her focus from supervisor to hands-on sound design, and we talk about how it’s never too late to pivot on your career path and find the thing you love doing wherever you are in life.

Click on this link to read the rest of the article on No Film School’s site.

NJ – Governor Murphy signs $14B Incentive Program Bill – the NJ Economic Recovery Act of 2020

 Film tax credits — amending existing programs to include provisions for so-called New Jersey film partners and New Jersey film-lease partners and allowing an additional $200 million of tax credits annually over 13 years.

Click this link if you want to read the full article on the Lexology site. http://bit.ly/35NtDx6

Film Commish announces date for production restart

In her December 18, 2020 news update, MOME Commissioner Anne del Castillo announced that the Film Office is now accepting permit applications for production activity that begins on July 27th.

She also announced awards now (Awkwafina) and more. To read all of the Film Commish’s bloggy sort of news column, click here.

Stimulus Offers $15 Billion in Relief for Struggling Arts Venues

The coronavirus relief package that Congressional leaders agreed to this week includes grant money that many small proprietors described as a last hope for survival.

For the music venue owners, theater producers and cultural institutions that have suffered through the pandemic with no business, the coronavirus relief package that Congress passed on Monday night offers the prospect of aid at last.

To read the full article on The New York Times’ site, click here.

If you want to start production, here’s the latest news from the Mayor’s Office

Phase 4 production guidance is available on the Film Permit website. All production activity, whether it requires a Film Permit or not, must comply with New York Forward Industry Guidance.

For more information see, please refer to the State Department of Health’s Interim Guidance for Media Production During the COVID-19 Public Health Emergency. Please review the guidelines and FAQ before submitting permit applications. The Film Office is operating remotely, so please allow additional time for Film Permit processing.

The above paragraphs contain links to the various FAQ – just mouse over the relevant words.

Nikon to Stop Making Cameras in Japan

Nikon has fallen on hard times as of late as its camera sales have cratered, and now there’s a new indicator of how dire its financial situation is: the company is reportedly pulling the plug on making cameras in Japan after over 70 years of doing so.

To read the full article on Petapixel’s site, click here.

NVIDIA Uses AI to Slash Bandwidth on Video Calls

NVIDIA Research has invented a way to use AI to dramatically reduce video call bandwidth while simultaneously improving quality

What the researchers have achieved has remarkable results: by replacing the traditional h.264 video codec with a neural network, they have managed to reduce the required bandwidth for a video call by an order of magnitude. In one example, the required data rate fell from 97.28 KB/frame to a measly 0.1165 KB/frame – a reduction to 0.1% of required bandwidth.

To read the rest of this article on Petapixel, click this link.

 

 

 

Union Health Plan Dodges Film Workers’ Suit Over Virus Relief

Law360 (October 9, 2020, 5:22 PM EDT) — The Motion Picture Industry Health Plan’s board can’t be sued under ERISA for allegedly flouting its duties when it relaxed plan rules in response to COVID-19, a California federal judge has ruled, nixing a proposed class action filed by two cinematographers who still couldn’t qualify for benefits.

In an order entered Thursday, U.S. District Judge R. Gary Klausner granted the board of directors’ motion to dismiss Greg Endries and Dee Nichols’ Employee Retirement Income Security Act suit accusing board members of breaching their duty to treat all plan participants fairly.

Endries and Nichols, members of Local 600 of the International Cinematographers Guild, said in July that the board left them and others “out in the cold” in its attempts to address the problems COVID-19 caused for plan participants.

But Judge Klausner agreed with the board’s contention that the case, which alleged a fiduciary breach, should be tossed because plan administrators don’t act as fiduciaries when they amend health care plans.

Read the full article on the Law360 site by clicking here.

Russo Brothers Received Close to $50 Million From Saudi Bank

Anthony Russo and Joseph Russo photographed at the PMC Studio in Los Angeles for the Variety Playback Podcast.

The Russo brothers, directors of the all-time top grossing film “Avengers: Endgame,” quietly secured a roughly $50 million cash infusion for their production company AGBO from Saudi Arabia earlier this year, multiple sources tell Variety.

In a deal brokered and closed at the beginning of the pandemic, the Russos received the investment from an undisclosed Saudi bank in exchange for a minority stake in the brothers’ Los Angeles-based shop.

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