I stared, mesmerized by the slight movement of an otherwise static photograph. A woman sitting on a dresser, wearing a long dress, slowly swinging her crossed-leg back and forth. It looked so realistic that it was almost eerie.The term “ cinemagraphy ” was coined in 2011 by two New York photographers. Four years later, it has advertisers buzzing because of its “stop and stare” effect on consumers.
Creating one is relatively simple too. I teamed up with two MITTERA Studios photographers, Eric Hinders and Jason Walsmith, to make some organic examples for this post. The whole process took no more than an hour.
Jason and I sat still while moving my earring and his hoodie string back and forth to create the same type of movement you see in a cinemagraph. Eric then captured each motion along with the stillness of the photo. The result is what you see below.
While some argue it’s just an updated form of an otherwise choppy and unnatural looking GIF (Graphics Interchange Format), cinemagraphy ’s effectiveness is undeniable. Ads designed by Flixel’s Apple Design software receive a whopping 80 percent increase in clicks.
Facebook and Instagram recently announced their intentions of using it in hopes of luring more big name brands, such as Heineken beer and Unilever’s Caress, who’ve already taken the leap.
Does this mean new and previous users will flock to Facebook in droves because of the cinemagraph? Will even more big name advertisers follow the trend? Only time will tell.