Squarespace – Dream It, Domain It (ADC Award Winner) | 2025 — FrankW

Squarespace – Dream It, Domain It (ADC Award Winner) | 2025
Client: Squarespace
Production Company: Prettybird
Directors: Bradley & Pablo
VFX Studio: Selected Works
FX Artist
Squarespace's Dream It, Domain It campaign reimagined domain ownership as an extension of personal identity, presenting a series of highly stylised portraits inspired by fashion editorials and contemporary visual culture. Directed by Bradley & Pablo for Prettybird, the campaign was later recognised at the ADC Annual Awards for its outstanding art direction and visual execution.
Working within the VFX team at Selected Works, I contributed to the development of procedural vegetation destruction effects featured in the topiary sequences, supporting the campaign's distinctive visual language through physically grounded yet art-directable simulations.
My contribution included:
– Procedural hedge-trimming interaction systems
– Twig and branch breakage simulation
– Flying leaves and organic debris generation
– Secondary airborne vegetation particles
– Shot-specific FX timing and art-direction support
– Integration of Houdini simulations into live-action footage
– Optimisation and delivery of production-ready FX caches
A significant focus of the work involved creating scalable procedural systems capable of generating natural vegetation breakup while maintaining precise artistic control over debris density, motion and timing. This allowed rapid iteration throughout production while ensuring consistency across multiple shots and editorial revisions.
All effects were developed in Houdini using procedural workflows designed to balance realism, performance and creative flexibility, providing seamless integration with the wider Selected Works production pipeline and final compositing process.