SquarespaceWorking 5 to 9

MPC Brings Dolly Parton to Screens in Squarespace’s ‘Working 5 to 9’, Big Game Campaign directed by Damien Chazelle

For Squarespace’s seventh Super Bowl ad the brand reteamed with MPC to bring Dolly Parton to screens in a film that transforms dull offices into vibrant studio spaces. In that spirit, the Super bowl ad’s sees Dolly rewrite the lyrics to her original song “9 to 5,” the film’s title track, to address modern work and “hustle” culture. 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.

MPC provided the VFX and designed the magazine featuring Dolly, Rob Walker, VFX Supervisor said:

“It was an honour to work with Squarespace and Damien on this Super Bowl spot. Having previously worked with the Squarespace team, I knew that it was going to be a memorable film. We explored several creative directions and ultimately chose a cinemograph approach, and fun fact – the QR code actually works.”

“I loved the idea of taking my song ‘9 to 5’ and mixing it up for a new Squarespace campaign. That’s the beauty of music, it is always changing and growing to meet the world around it. There’s a whole new generation of people out there ready to change the world, to meet the growing needs that they see, and I think Squarespace is going to be there with them every step of the way.” – Dolly Parton