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For Squarespace’s seventh Super Bowl ad the brand has partnered with Dolly Parton to re-record her iconic workplace anthem '9 to 5' with new lyrics as '5 to 9', issuing a rallying call to those dreaming of turning their after-hours passion project into their own business. Set to the soundtrack of Dolly singing '5 to 9', the spot was directed by Academy Award winner Damien Chazelle (who's repped for commercials by Superprime) and choreographed by Tony Award winner Justin Peck. Many of the dancers featured are from Broadway and off Broadway. The ad highlights the unique side projects of office workers in a scene that transforms drab office cubicles into vibrant studio spaces, bringing all of their ideas to life. Squarespace worked with Dolly to rewrite the lyrics to her iconic song to celebrate this new era of work, and empower anyone with a dream to get started. Dolly’s own side hustle, a brand new namesake fragrance, will launch its website on Squarespace before the Super Bowl at DollyFragrance.com.
Other credits
Client / In-House Creative: Squarespace
Founder & CEO: Anthony Casalena
Chief Creative Officer: David Lee
VP, Creative: Ben Hughes
Director of Creative Production: Sandra Nam
Creative Director: Mathieu Zarbatany
Sr Art Director: Tim Scales
Copywriter: Niamh Grunfeld
Staff Producer: Karen Jean
Creative Producer: Katie Flynn
Sr Business Affairs Manager: Kiersten Bergstrom
Sr Designer: Nonie Hunter
Sr Designer: Matt King
Sr Motion Designer: Videl Torres
Still Photography
Photographer: Craig Reynolds
Retoucher: Kenneth Pizzo
Retoucher: Derek Kalisher
Creative Producer: Katie Flynn
Production
Production Company: Superprime
Director: Damien Chazelle
DOP: Rodrigo Prieto
Production Designer: Kristin Vallow
Choreographer: Justin Peck
Executive Producer: Rebecca Skinner
Line Producer: Laurie Boccaccio
Line Producer: Michaela Johnson
Editorial
Editorial: Iconic Editorial
Editor: Tom Cross A.C.E.
Assistant Editor: Michael Wolfe
Founder: Devin Mann
Founding Partner: Marc Altshuler
Executive Producer: Betsy Beale
VFX
Finishing + VFX: MPC
Executive Producer: Matthew Loranger
Senior Producer: Anna Kravtsov
Producer: Zahid Nazir Khan
Production Coordinator: Jonny Dontchev
Creative Director: Tom McCullough
VFX Supervisor/2D Lead: Rob Walker
2D Team: Mazyar Sharifian, Aska Otake, Brian Benson, Mat Elin, Anand Swain, Arun Ramkrishna Sharma, Deepak Baranwal, Dumpala Surender, Karthick K, Pramod Dwivedi, Rajesh Kumar Kaushik
3D Lead: Vadim Turchin
3D: Shreyas Joshi, Vivek Mayanglambam
Design: Federico Saenz Recio
Colour
Colour: Company 3
Colourist: Natasha Leonnet
VP, Short Form: Ashley McKim
Colour Producer: Mario Castro
Music + Sound Design
Music + Sound Design: Squeak E Clean
Executive Creative Director: Sam Spiegel
Executive Producer: Amanda Patterson
Creative Director/Arranger: Rob Barbato
Producer: Blade Thornton
Sound Design: Drew Fischer
Mix: One Thousand Birds
Lead Sound + Interactive Designer: Torin Geller
Managing Director: Kira McKnight
Producer: Alex Berner-Coe
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