In our image-saturated world, attention-grabbing cinemagraphs are cutting through the noise. Helping brands to deliver rich visual stories and enhance engagement with their content, the simple sophistication of this bite-sized format is taking over digital and social platforms, even email.
Described as a photograph that has a living moment inside of it, marketers are embracing this popular new entrant into the toolbox of advertising as an opportunity to deliver customers a story, rather than an advertising message.
Originally developed by New York Photographer Jamie Beck and Graphic Designer Kevin Burg, a cinemagraph delivers motion within a static image. Essentially two opposing mediums – a photograph and a video – are combined. The two are then digitally assembled with only one element of the video retaining its motion, whilst the surrounding elements remain static. The results are captivating when done well, elegantly showcasing a product and capturing a mood.
“Cinemagraphs provide a great balance. They take the best of photography and best of video, and there’s an immediacy about it that captures peoples attention. From an ad perspective they’re non-intrusive and non-disruptive.” – Mark Homza, co-founder and Chief Creative Officer of Flixel.
Facebook is keen for advertisers to make use of the gifs in their advertising, positioning the platform to move forward with the trend because of its video auto-play feature, which can be ‘hacked’ to enable the gifs to constantly loop. Following suit, Facebook-owned Instagram has also been updated to enable videos to play on a loop.
To start exploring the creative possibilities and more information on how to enhance your brand with immersive visual content, contact us!