LSN : News : 09 : 10 : 24

Squarespace bridges digital and physical worlds in new campaign

Squarespace, UK

UK – Self-build website platform Squarespace has released three new short films as part of its Change Your World campaign, which encourages business owners to ‘build their empires’ using the platform. Directed by Vania Heymann and Gal Muggia, the creative duo known for rapper A$AP Rocky’s Tailor Swif video, the campaign merges digital and physical worlds to create immersive visuals that showcase the seamless potential of launching and growing a business online.

In the first commercial, titled Bakery, flour bursts from a keyboard and flows out of taps, symbolising a baker bringing her business to life. In Machine, a man launching a gym from his laptop watches as café staff and customers transform into muscle-bound figures before his eyes. In Scuba, a scuba instructor sits at his desk as his apartment gradually submerges in water. For this film, the production team built an entire apartment inside a water tank, with the full submersion captured in one take.

Squarespace has previously collaborated with high-profile directors for its marketing campaigns including Martin Scorsese, Edgar Wright and Damien Chazelle.

For more insights on what’s new and next in advertising, head to our Design sector page.

Strategic opportunity

Consider blending digital and physical worlds to engage customers by creating visually stunning, metaphorical representations of how digital tools can impact real-world experiences, helping brands stand out with creative, hybrid storytelling

Vyrao debuts Mamajuju fragrance for digital detox

UK – Vyrao founder Yasmin Sewel has introduced Mamajuju, her eighth fragrance aimed at counteracting stress from excessive screen time. Inspired by the earthy tones of Australia, particularly the scent of its red earth, Mamajuju features Australian sandalwood among 12 natural ingredients that promise to ground and uplift its wearer.

Sewell stated: ‘Everybody understands and relates to the fact that our emotions affect our physical health.’ By partnering with specialist International Flavours and Fragrances, Vyrao leverages extensive research into the impact of scents on wellbeing.

The fragrance designed for ‘grounding and awareness’ boasts notes intended to ease anxiety and enhance self-esteem, and its packaging includes a Herkimer diamond crystal to symbolise emotional energy. Sewell emphasised: ‘If you feel amazing... it might just alter and affect your immune system.’

In our Synthesised Beauty design direction, we analysed how the visual language of beauty products similar to Mamajuju is being redefined through bold, hyper-real formats and synthesised renderings.

Mamajuju by Vyrao, UK

Strategic opportunity

Consider developing products or services designed for mental health and emotional wellness – recognising the connection between emotions and physical health

Microsoft uses flight simulator to build Earth’s digital twin

Herrenberg’s digital twin city built by High-Performance Computing Centre Stuttgart, Germany

Global – Microsoft is advancing its Flight Simulator franchise in November 2024 with an unprecedented simulation experience that approaches the concept of a digital twin of planet Earth. Powered by a team of 800 developers, the virtual environment now boasts 4,000 times more detail, resulting in a vastly more immersive simulation experience covering 100,000 square kilometres of countryside photogrammetry.

The ground will feature detailed 3D models of tiny stones, rocks, gravel and grass, creating a more immersive take-off and landing experience as these elements interact with the aircraft’s wheels.

Over 150 airports, 10,000 heliports, 2,000 points of interest and 900 oil rigs have been meticulously handcrafted, while a procedural system generates another 40,000 airports, 80,000 helipads 1.5bn buildings and nearly 3 trillion trees across the globe.

Microsoft’s Flight Simulator has seen significant growth since its 2020 launch attracted 15m users, in contrast to the 2006 release, which only reached 5m.

In our Synthocene Era report, we explored the impact of hyper-immersive and interactive experiences on enhancing memory retention, spatial awareness and emotional engagement.

Strategic opportunity

Tourism companies and travel boards can leverage the detailed digital twin to offer virtual tourism experiences that engage customers and inspire real-world travel decisions

Stat: Future EV buyers are older and more cost-conscious

Afeela by Sony and Honda, US

US – As environmental concerns and fuel costs push more consumers toward electric vehicles (EVs), the current EV market remains relatively small, making up less than 7% of new vehicle sales worldwide (source: Edmunds). To grow beyond early adopters, automakers need to broaden their target audience, particularly as new data reveals that the future EV buyer looks significantly different.

Morning Consult’s audience data shows that in the US, more than half of those planning to purchase an EV in the future are from Gen X, a key demographic that automakers must now focus on. However, 27% of Gen Xers express concern over the high cost of EVs, suggesting that manufacturers will need to lower price points or offer more accessible financing options to appeal to this growing market. You can unlock more demographical insights on this cohort in our macrotrend report Gen X Now and Next: From Ambiguity to Advocacy.

Trust is also an issue, as future EV owners are 12 percentage points less likely to trust automakers than current EV owners, posing a challenge for car brands. Building consumer trust and addressing affordability will be critical strategies for successfully expanding the EV market in the years to come.

Strategic opportunity

Develop pricing strategies that make EVs more accessible to the Gen X demographic. This could involve creating affordable models, offering incentives or developing partnerships with financial institutions for better financing options