Squarespace’s ‘Dream It’ Campaign Makes Domain Choice a Creative Decision

NEW YORK — Squarespace has launched its latest global brand campaign, “Dream It, Domain It,” positioning domain ownership as the pivotal first step in transforming creative ambition into a real, ownable digital identity.

The campaign shifts the conversation around domains from technical necessity to personal expression and intent, reinforcing the idea that a domain name is not just an address — it is the moment when an idea becomes tangible. With cinematic visuals, fashion-forward styling, and playful narrative beats, Squarespace elevates the act of claiming a domain into a cultural milestone for creators and entrepreneurs.

Developed by Squarespace’s in-house creative team and directed by Bradley & Pablo of PRETTYBIRD, the campaign blends surreal humor with editorial aesthetics, echoing high-fashion photography while grounding each vignette in relatable creative aspirations. The result is a visually distinctive campaign that stands apart from conventional tech advertising.

Repositioning Domains as Identity, Not Infrastructure

At the heart of “Dream It, Domain It” is a strategic repositioning of domains as identity markers, not backend utilities. The campaign spotlights Squarespace’s expansive portfolio of more than 400 top-level domains, including expressive extensions such as .dance, .video, .coach, and .rock, emphasizing how modern domains can communicate purpose, personality, and ambition before a visitor even clicks.

“Securing a domain is often the first moment someone publicly commits to an idea,” said Mathieu Zarbatany, Group Creative Director at Squarespace. “This campaign celebrates that leap — when imagination turns into intention.”

By focusing on creators across disciplines — from performers and designers to niche entrepreneurs — Squarespace reinforces its role as a platform built not just for websites, but for self-definition in the digital age.

A Campaign Designed for a Creator-Led Economy

The launch reflects broader shifts in how people build businesses today. As the creator economy and solo entrepreneurship continue to grow, individuals increasingly seek tools that help them establish credibility, ownership, and discoverability from day one. Domains, Squarespace argues, are central to that process.

The campaign also builds on Squarespace’s expanded position in the domain market following its acquisition of Google Domains, strengthening its end-to-end offering — from domain registration to fully integrated websites, commerce, and marketing tools.

Creative Execution and Media Strategy

“Dream It, Domain It” is supported by a multi-channel rollout spanning digital video, connected TV (CTV), social media, and paid digital placements. The hero film is paired with short-form executions optimized for social platforms, allowing the campaign’s visual language and message to scale across formats.

An original soundtrack and stylized art direction further distinguish the work, reinforcing Squarespace’s long-standing brand equity at the intersection of design, culture, and technology.

Strengthening Brand Affinity and Long-Term Growth

Rather than emphasizing features or pricing, the campaign leans into emotional resonance, aiming to build long-term brand affinity with audiences at the earliest stage of their creative journey. By anchoring the narrative around domains, Squarespace reinforces a foundational truth of the internet era: ownership begins with naming.

With “Dream It, Domain It,” Squarespace positions itself not just as a website builder, but as a partner in ambition — helping individuals claim space online before the world even knows what they’re building.

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