Square’s “Made to Order” Is A Vibrant, Kinetic Campaign Directed by GLP’s Nikki McMorrow

Square continues its legacy of visionary campaigns with “Made to Order” promoting the company’s Square Online service through seamless, choreographed movement, texture and whimsey.  Directed and edited by Nikki McMorrow of GLP Creative, “Made to Order” is her fourth collaboration with Square, having previously directed several brand films for their US and Canadian markets.   

The playful stories, with interwoven characters and scenes, are told through kinetic shots, subtle performances, layered blocking, and vibrant production design. In the Retail-focused spot, doting pet owners place and receive orders on-the-go through their local pet shop’s Square Online platform. In the Restaurant-focused spot, a group of hungry gamers order falafels from a popular Mediterranean café, demonstrating the robust capabilities of the café’s Square Online platform.

“Square cultivates teams that are fresh and collaborative, and I’m extremely grateful for what we create together,” notes Nikki McMorrow. “They are also authentically focused on inclusivity and bring these values into their work. This opens the door for unique perspectives and more adventurous ways to tell a story. From casting to cinematography to blocking, production design and post, this campaign was an opportunity to flex the artistry and showcase my style across several disciplines.”

Dynamic camera movement, visual effects and choreographed transitions are the crux of the “Made to Order” campaign. To achieve the variety of moves in the spots, McMorrow employed the use of the Arri Trinity 2 camera stabilization system. Operated by Ari Robbins (Everywhere All at Once and La La Land) the Trinity 2 delivered an impressive range of motion, speed and mobility.

McMorrow is a director who honed her creative voice developing, shooting, and producing noted and popular unscripted and documentary shows, followed by a leap into agency life before uniting these experiences as a commercial director with GLP.

“Nikki’s preparation is next level, from treatments to boards to decisions at every stage of production. I’m consistently impressed with how she visualizes, communicates, then brings her creative vision to life on every project,” says GLP EP Abe Sands.

“My GLP family is a constant source of inspiration. The work is outstanding,” praises McMorrow. “My EPs, Smitty and Abe, bring a wealth of expertise and are skilled advocates of the director’s vision. It’s a great partnership.”


Client: Square
Group Creative Director: Nico Martinez Phipps
Design Lead: Austin Long
Copy Lead: Marc Dolan

Production Company: GLP Creative
Director/Editor: Nikki McMorrow
Executive Producer: Abe Sands
Executive Producer: Greg Smith
Producer: Kayellen Moran
Director of Photography: Luke McCourbrey

Post: Trident Post Production

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Kissmekatey's picture

Love the dog-bowl p.o.v. camera angle.