Reframing for the Future

In 1986, M/C/C produced the agency’s first video piece. Soon after, the demand for case studies in a video format continued to grow, and M/C/C switched from analog to digital production in 1994. Eventually M/C/C began shooting all new content in high definition in 2007, giving clients a level of resolution and picture quality that was unmatched at the time. Today in 2016, we are in the midst of another game-changing technological innovation that has shaken up the industry once more: 4K. Earlier this year, M/C/C shot the first 4K piece in the history of the agency, an organic gardening commercial for The Jobe’s Company.

4K gets its name from the nearly 4,000 lines of resolution it offers, exactly double that of the now ubiquitous 1920 x 1080 HD format.

4K gets its name from the nearly 4,000 lines of resolution it offers, exactly double that of the now ubiquitous 1920 x 1080 HD format.

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