Project: Redesign

In 2007, the big broadcast TV networks continued down the path of reinvention. In the previous year, they experimented with streaming full episodes of their shows online. What was next?

CBS came to Avenue A | Razorfish with this very problem. We recommended that they unbundle their content: chunk their 30- and 60-minute shows into snackable pieces, like YouTube and the other video sharing sites.

With this grand strategy in place, the sparse visual design of the site actually took inspiration from CBS’ golden age of graphic design. The stark black and white treatment with heavy use of typography allows the content to be the star.

Finally, we also created some interesting areas for third-party advertising, including a curtain treatment on the main video wall and a post-roll expandable unit within the clip player.

Medium: Website
Client: CBS
Agency: Razorfish
Role: Creative direction
Date: August 2007