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Vimeo

The Decade Theater

 

Back in March of 2008, the staff at Vimeo started honoring their favorite videos on internet. Naturally, they called them Staff Picks. Ten years later, Vimeo had handed out over 15,000 Staff Picks, helped launch as many careers, and created a badge of honor as coveted as any major film festival.

To celebrate ten years of Staff Picks at SXSW, we teamed up with Preacher to create The Decade — a theatre honoring the 100 most iconic Vimeo Staff Picks in history. Every square inch of the theatre was inspired by videos like Hi Stranger, Jim Carrey: I Needed Color, Don’t Hug Me I’m Scared, Marcel The Shell, and more. From the smallest details, like carpet patterns, chandelier designs, and drink menus; to entire rooms that brought individual films to life.

Even the slate of guest speakers, like Danny DeVito and Kirsten Lepore, and nightly DJ sets from Wooden Wisdom (aka Elijah Wood) and Dan Deacon were plucked from the decade’s most icon internet films.

 

What I Did Here

Concept

Creative Direction

Agency Sourcing & Management

Project Oversight

Big Company Sell-in Stuff

Literally sleeping there


 
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The Rooms

We turned 10 of the most iconic films of the decade into immersive “theaters”. Visitors could have their pictures drawn by the very creepy Hi Stranger creature, become Kirsten Dunst in Aspirational, learn how to hate their own creativity with Don’t Hug Me I’m Scared, have a good sob with Press Play to Cry in a room covered in Kleenex, and more.

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“This is beyond anything I could’ve imagined. I’m honored and I want to live here now please.”

- Kirsten Lepore, creator of Hi Stranger

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To recreate Jim Carrey’s painting studio, he was kind enough to send nearly a dozen original pieces of his artwork, drop cloths, paints brushes, even the boots that always paints in.

 
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“This is fucking awesome. Can I take a picture of my foot on everything in here?”

- Danny DeVito

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Swag & Space Design

We designed every square inch of the space, and everything in it. From signage and swag to the little touches, like napkins, cups, menus, and so on.

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Talks, Talks, Talks

What is a SXSW activation without a full lineups of keynotes and panel discussions?

But ours was no regular list of “whoever’s available”. Just as with every element in the experience, our guests and their topics were pulled from the decade’s most iconic films.

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Some Press


→ It’s Nice That

→ AdWeek

→ The Drum

→ Creativity

→ Engadget

→ Campaign