Vimeo, the original high-definition video sharing site on the internet, cleverly promoted its inaugural REFRAME conference in October with outdoor ads that became higher resolution the closer they were to the New York venue that hosted the event.

Uncommon Creative Studio created the design system, which is nicely explained in the video below. The resolution went from 10 pixels to 8K HDR, slowly unglitching as the outdoor ads neared the festival. The idea was to reflect the exponential evolution of video in the 21st century.

Havas Media and Talon OOH orchestrated all the media planning and buying for the outdoor roll out.

“It was great to partner with Uncommon, a studio who embodies inventive thinking and design,” said Dan Brooks, VP of creative and brand at Vimeo. “It was a great collaboration between Vimeo’s in-house design and production team, a bold, flexible design system with core idea around ‘resolution’ at the center.”

“As a practice we always look for something remarkable within the work we create,” said Nils Leonard, co-founder at Uncommon. “Sometimes that is the story behind the design, or something new within the design system. This time it’s a story challenging the rules of design itself. Adding a new element never used in a design system before, one that only Vimeo could own: resolution.”

See more assets from the campaign below.

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