While we're new to the infinite scroll game ourselves, Pinterest is perhaps the best example of the tiling effect known as masonry, in which images can be neatly arrayed regardless of dimensions. Couple with an autoloader script, Pinterest ensures that the fun never ends... inducing what NYC digital agency Firstborn has dubbed "Scrolling Slumber." Their client, Japanese clothing megachain Uniqlo, wanted to do something about it. Hence, the (dryly-titled) Dry Mesh project:
I don't know if there's a world record for tallest skyscraper ad unit, but the image heights on Uniqlo's Pinterest page (still live as of press time) measure in the web-optimized 1000s. Not to get too 'meta,' but here are a couple resized versions of the pinned graphics:
All of these T's were originally in a single column... This gradient was originally 8000+ pixels high...
Firstborn explains the brief and the M.O.:UNIQLO wanted to increase awareness of their Dry Mesh T-Shirts, part of the new UNIQLO Innovation Project (UIP). Firstborn had to do something big for the Japanese brand to stand out from the chaos of online fashion and social media. To promote "the ultimate functional wear" that keeps you cool and dry while exercising, Firstborn created the first-ever branded mosaics on Pinterest.
As users scrolled through Pinterest public feeds, giant blocks of images appeared. Together, the image blocks worked to create an impossible to miss, branded mosaic. As users continued to scroll down, the branded images seemingly animated. To reach active consumers, the guerilla campaign targeted five categories: Men's Apparel, Women's Apparel, Geek, Fitness and Sports.
Extensive R&D ensured the images would appear in one group. To evade Pinterest's detection algorithms, Firstborn set up over 100 shell accounts ahead of the launch. A group of Firstborn employees simultaneously pinned pre-selected images to successfully free users from the monotony of Pinterest scrolling. With a strong team effort, the UNIQLO Dry Mesh Project on Pinterest brought attention to the new product with an experience as unique as the actual shirts.