A new intra-frame coding scheme is proposed for progressive video sequences in H.264/AVC. In the proposed method, every other pixel is sampled either in a horizontal or vertical direction without any anti-aliasing filtering, and two sub-frames of the even-pixel and odd-pixel are then generated. The even-pixel and odd-pixel sub-frames are coded by the intra- and inter-frame coding methods, respectively. Our proposed method can be expanded into a multi-level case in which the even-pixel sub-frame is again subdivided into an even-pixel sub-frame and an odd-pixel sub-frame, and so on to further improve the coding efficiency. The experimental results show that our proposed method reduces the bitrate by approximately 8.25% more than the conventional intra-frame coding in H.264/AVC.