Uncommon makes a resolution in innovative Vimeo ad

Vimeo’s Reframe conference showcased an innovative high-resolution campaign by Uncommon, using outdoor ads that cleverly increase in resolution as viewers approach the event venue in New York City.

Uncommon Creative Studio developed a unique design system for Vimeo to promote its inaugural Reframe conference, Vimeo’s first-ever flagship event, bringing together industry leaders, agencies, video professionals, and Fortune 500 brands. It also celebrated Vimeo’s 20th anniversary, highlighting two decades of innovation in video media.

The conference hosted speakers including Vimeo CEO Philip Moyer, TED speaker Bilawal Sidhu, Gartner analyst Forest Conner, and entrepreneur and celebrity Martha Stewart. Discussions covered topics like AI, next-gen video technology, and customer engagement strategies.

With media support from Havas Media and Talon OOH, the campaign featured evolving billboards and posters, which increased their resolution up to 8K HDR as viewers moved closer to the event.

To amplify the event’s theme of high resolution and quality, Vimeo collaborated with Uncommon Creative Studio. "It’s a story challenging the rules of design itself," said Uncommon co-founder Nils Leonard. "We added a new element never before used in a design system, one that only Vimeo could own: resolution."

Uncommon expertise

So often brands are keen to pioneer ‘the next big thing’ when making maximum creative use of existing technology is the way to go. Motion detection is nothing new, and was the talk of the town following the release of Microsoft’s Xbox Kinect, but it’s nice to see an organic creative use of this type of technology.

It marks another achievement for Uncommon Creative Studio, which has had quite the 2024. Highlights this year include a November outing for the studio, which designed an exaggerated campaign featuring Erling Haaland for Beats, highlighting the football star’s rigorous training regimen. The same month, Uncommon partnered with The Ordinary for an anti-Black Friday campaign that showcased creative OOH ads across London.

And let’s not forget its BA work, which spurred a ‘strapline free’ and ‘logoless’ revolution across Adland, with retailers including Tesco getting on board.