Oscar-nominated director Yorgos Lanthimos and acclaimed actress Emma Stone collaborated on a groundbreaking Super Bowl commercial for Squarespace. This remarkable ad stands out as likely the only commercial this year filmed on 35mm Kodak 2302 black-and-white film stock using Panavision lenses.
The campaign follows Stone’s character as she attempts to register emmastone.com, only to discover the domain is already taken. This narrative serves as a metaphor for reclaiming one’s digital identity, a theme that resonates deeply in today’s internet-centric world.
Unique Cinematography and Technical Choices
The commercial was shot on Kodak 2302 film, a choice that merits attention given its rarity in cinematography. Kodak 2302 is normally used for printing rather than capturing negatives. It has a slow film speed, strong contrast, and exceptionally fine grain, producing a rich tonal texture that enhances the visual storytelling. Mathieu Zarbatany, Group Creative Director at Squarespace, stated the decision stemmed from wanting “a rich tonal structure and distinct texture.”
Lanthimos used the open gate 4:3 aspect ratio on an Arri 235 camera with Panavision Primo lenses. This approach preserves more vertical image data, offering a stronger sense of presence and immersion. The team chose to present the footage with its original negative film frame borders intact, allowing viewers to experience the ad exactly as it was captured, without cropping or adaptation.
Emma Stone’s Personal Connection
Emma Stone shares that the commercial partially reflects her real-life experience. She expressed gratitude to Squarespace for honoring her story, calling the opportunity to play herself in her own home “a joy and a memory I won’t soon forget, despite the pain that came rushing back.” This personal narrative adds an emotional depth to the campaign, distinguishing it from typical Super Bowl advertisements.
Lanthimos’ Signature Artistic Vision
Yorgos Lanthimos is no stranger to pushing cinematic boundaries. Known for his innovative use of 35mm film and unusual aspect ratios, he applies similar creative rigor here. His recent works, including the film Poor Things, have earned praise for their visual style and bold experimentation. His collaboration with Stone also extends beyond this campaign, having worked together on projects like Bugonia and Kinds of Kindness.
This commercial’s high-impact yet minimalist black-and-white aesthetic breaks the mold of conventional Super Bowl ads. It eschews typical flashy or comedic elements, opting instead for a poetic and surreal tone that mirrors Lanthimos’ auteur style.
What Makes This Ad Stand Out?
- Use of Kodak 2302 black-and-white film stock, rarely employed for camera negatives
- Artistic 4:3 aspect ratio with original negative borders in the final release
- Personal, authentic story from Emma Stone about digital identity
- Collaboration between an Oscar-nominated filmmaker and a renowned actress
- Surreal and emotional imagery contrasting typical Super Bowl commercial styles
Anticipated Impact on Super Bowl Advertising Landscape
With many brands showcasing humorous or cinematic advertisements during the big game, this Squarespace ad offers viewers something truly unique. Its rich visual textures and emotional authenticity will likely generate strong attention and discussion. Industry experts may see this as a new benchmark for artistic ambition in commercial advertising during high-profile events.
The combination of classic film techniques and contemporary storytelling crafts an ad that defies trends. Yorgos Lanthimos and Emma Stone’s Squarespace campaign delivers a cinematic experience unlike any other Super Bowl commercial, underscoring the evolving possibilities of brand storytelling through film artistry.
Image credits: Squarespace, Yorgos Lanthimos
Read more at: petapixel.com
