Advertising

Cinemagraphs Change Online Advertising

Advertising is the art of convincing people to spend money they don't have for something they don't need.  ~ Will Rogers

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Online advertisers have begun to explore the use of cinemagraphs—a type of animated gif—to shake up their banner and display campaigns.

In the year since the term "cinemagraph" was first coined by graphic designer Kevin Burg and photographer Jamie Beck, the images have become a class of digital photography all their own.
 

Technically, a cinemagraph is just a gif—one of those animated web files that repeatedly replays as a short piece of video created from dozens of still shots layered on top of each other.
 

Here's a selection of some of the most effective use of Cinemagraphs in recent ads.

Coca-Cola

In just over two weeks this Cinemagraph created for Coca Cola, receiveing more than 100,000 notes on the brand's Tumblr page.

 

Christian Louboutin

Known for their fashion photography, here Beck and Burg use the Cinemagraph technique in a campaign for Christian Louboutin.

 

Rosie Tupper for Katie Ermilio

The subtle flick of the model's eye lashes and lift of her hand is another example of a fashion editorial by Beck and Burg that was created for Katie Ermilio.

 

Tiffany & Co

Another creation by Beck and Burg made this Cinemagraph part of a campaign promoting Tiffany & Co's 1837 Collection in RUBEDO metal, and was on display at Tiffany's Fifth Avenue location.

 

Rachel Zoe's Spring Collection for Bloomingdales.com

Beck and Burg shot Rachel Zoe's interactive Lookbook for the designer's Bloomingdales.com collection.

 

Volvo Ocean Race

The creative team captured the entire race, following the Puma Mar Mastro sail boat, one of the fastest boats in the world, chronicling each turn of the adventure.

 

Dogfish Headcraft Brewery

Beck and Burg imagined this Cinemagraph as part of a series for a Dogfish Headcraft Brewery Adertising campaign outlining the brewery process.

 

Gilt Taste

This image below was designed for a Gilt Taste series of cinemagraphs, also by the Beck and Burg, and demonstrates the level of research and thought the pair put into each photoshoot — always looking for the tiny bits that are "alive" in a photo, such as the small drops of dew falling from the tomatoes.

 

Diesel

This cinemagraph was shot by photographer Steven Meisel for Diesel, and was produced by the creative agency Mad London.

Coco Rocha for Senhoa

The editorial image below features model Coco Rocha as part of a campaign promoting her jewelery collection for Senhoa. Notice the synchronization with the mirror.

 

The truth of the matter is that good advertising, regardless of the market, always brings success in terms of awareness. Embracing this trend, using cinemagraphs in online ads, at least on some markets, could prove to be a really inspired move for some companies and brands. Also, any brands wanting to be known as always being connected with everything new should consider using this type of ads in their campaigns.

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