The Art of Cinemagraphs

The recent advent of Cinemagraphs has provided a virtual canvas with the potential to be manipulated in any number of ways. A whole range of people from artists to advertisers have utilised this new medium allowing them to reach their target audience in a way not previously thought possible.

Cinemagraphs are still photographs in which a minor and repeated movement occurs, forming a video clip. They are published as an animated GIF or in other video formats, and can give the illusion that the viewer is watching an animation. They’re made by taking a series of photographs or a video recording, and, using image editing software, compositing the photographs or the video frames into a seamless loop of sequential frames. This is done such that motion in part of the subject between exposures (for example, a person’s dangling leg) is perceived as a repeating or continued motion, in contrast with the stillness of the rest of the image.

The term “cinemagraph” was coined by U.S. photographers Kevin Burg and Jamie Beck, who used the technique to animate their fashion and news photographs beginning in early 2011.

The difference between cinemagraphs and the normal moving images (as GIF you usually see online) is that cinemagraphs are static images that contain one subtle and seamless motion. It is a great way to help your clients stand out, attract and engage users. Lots of big brands have incorporated cinemagraphs into their advertising and branding strategies over the last year. They are becoming ubiquitous. You certainly can spot them on almost every social media channels such as Facebook, Tumblr, Pinterest, Instagram, etc.

People love cinemagraphs, advertisers love them, and they are a really great way of drawing attention to certain aspects of the photo,” Jim Squires said – Director of market operations at Instagram.

Goodwork has teamed up with a very talent London based photographer, Tano Lam. We can now offer this exciting concept enabling you to connect with your audience in such a visually stimulating way. The below examples offer a brief glimpse of some of Tano’s recent work and will give you an idea of what we can offer. Please contact us for more details.

'Kings Cross' © Tano Lam.

‘Kings Cross’ © Tano Lam.

'Brick Lane Bar' © Tano Lam.

Brick Lane Bar‘ © Tano Lam.

'Trafalgar Square' © Tano Lam.

Trafalgar Square‘ © Tano Lam.