Squarespace’s Pepè Hernandez sets new standards for in-house creatives

Pepè Hernandez elevated Squarespace’s craft to new heights in 2023 in ways not many people would expect from a former attorney. See all of Ad Age’s 2024 Creativity Award winners here As one Creativity juror put it, the lawyer-turned-copywriter (who also previously worked for agency Wieden+Kennedy) has set “a new standard” for in-house creative teams. In fact, he’s set new standards for the entire industry. One needn’t look further than the website builder’s ninth Super Bowl ad, 2023’s “The Singularity” starring actor Adam Driver, to see proof of Hernandez's craft. The cinematic spot saw Driver playing multiple versions of himself as he went down a rabbit hole thinking about how Squarespace is a website that makes websites. Hernandez wrote and concepted the ad and presented it in the first creative round. The spot, directed by filmmaker Aoife McArdle, was filmed and produced almost entirely as scripted, which is a rare feat, according to Squarespace. See all of Ad Age’s 2024 Creativity Award winners here

Squarespace’s Pepè Hernandez sets new standards for in-house creatives

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