GIFs vs. Cinemagraphs, and How You Choose

The digital space gives us an opportunity to explore and experiment without any limitations – literally anything we dream of can manifest right in front of us with just a few clicks. GIFs and cinemagraphs are one way we’re pushing these limits, altering the way we communicate with one another in cyberspace.

About Those GIFs

GIFs really started infiltrating pop culture when netizens began slicing up iconic moments from TV shows and films, and sharing it with their friends. It quickly gained popularity as people can relate to that singular moment, and sharing it with their friends is like sharing an inside joke, over and over again. Just like emoticons, it has slowly evolved into a way to express yourself on the internet.

Tumblr was one of the first platforms to truly embrace GIFs, and have since been the ruler of GIF sharing. When you land on the explore page, you’ll see “GIF” show up as one of the top tags. Google launched a separate GIF filter in their search engine for you to search specific animated images related to their search tags. Facebook finally introduced GIFs into their posts in May this year, allowing users to leave GIFs in comments or a post without ever actually leaving Facebook. They also allow these GIFs to autoplay as you scroll past, just like a video post would.

Apps like PHHHOTO creates instant GIFs for you to share on all your social channels, and others like PopKey can be downloaded to function as a keyboard on your iPhones to seamlessly add GIFs when you text your friends.

The Dawn of Cinemagraphs

If you haven’t heard by now, cinemagraphs are all the rage. Its file format is still .gif, but it is conceptually different from actual GIFs.

The term “cinemagraph” was coined by photographers Kevin Burg and Jamie Beck in 2011. They were the first photographers to really put cinemagraphs on the map through their stunningly beautiful fashion photography in conjunction with model, Coco Rocha.

Cinemagraph is the rendering of an image and a video together, where only part of the image is animated, and the rest remains static. It loops seamlessly, and its purpose is to create a surreal image, as though the image was a frozen moment in time.

GIFs vs. Cinemagraphs

First, here’s a side-by-side comparison of the two:

Social@Ogilvy GIF Social@Ogilvy Cinemagraph

So when should we use GIFs and when should we use cinemagraphs? And what’s the difference between them?

If you’re feeling a little overwhelmed, here are a few tips to help you out!

gif vs cinemagraph

So start immersing yourselves in GIF-dom, because I reckon it’s here to stay for a while.

Share your favorite GIFs and cinemagraphs in the comments below!

The Living Brand As Artistic Patron

Art. The very definition of the term has been contested nearly as long as the concept itself. In the classical sense “Art” was the result of an artist creating something through their own conscious will without any other incentive to do so other than creating the work itself. While the purity of this concept is wonderfully idyllic—in practice great art is usually developed through a unique partnership between a cultural catalyst or patron and the person creating the work itself.

Great artistic patrons were larger than life—often defining the eras in which they lived. The early “cultured class” devised new ways to outdo one another by commissioning and acquiring gilded masses of raw earth and polychromatic canvases depicting their built universe in a “modern” manner, meant to evolve the way society viewed itself—as well as those that defined their ever-lasting image.

Fast forward to the early 20th century where great patrons still collected and commissioned notable works of art. Artists were superstars as ever-before, but their patrons shined just as bright in an equal light.

Consumer brands stepped in to underwrite early television programs, lending credibility to their products and seeking to project a brand-centric halo over a exciting and nascent medium. Brands themselves even turned into great museums—places like the General Electric and PepsiCo campuses in upstate New York contain art collections that rival many established institutions.

In our modern world that increasingly values unique and memorable visual moments more pressure than ever is on a brand to inspire, package and redefine the way they communicate.

Brands must enter the era of true artistic co-creation. They need to be comfortable allowing talented and symbiotic members of the artistic community to briefly become the brand in voice and image. In this new era the artist becomes an integral part of an ever-evolving and active brand voice.

Using this model, we imagined a lucid and borderline-halcyon universe where great eras in the history of the Lincoln brand were stylized and made relevant for a new generation of dreamers experience and make their own.

The most captivating way to get this message across to the right audience was to adopt the use of Cinemagraphs as the centerpiece of a recent campaign for Lincoln. Cinemagraphs were the perfect solution to capture a single moment in time but allow for each moment to truly “breathe.”

The social capital inherent in our Cinemagraphs had everything to do with the people involved in the co-creation and execution of the idea. Jamie Beck, Kevin Burg and Kelly Framel were brought in to not only refine the emotional elements of the final images but also offer insight into the specific social following they have that celebrate and elevate the perfectly-tailored elements of each Cinemagraph.

We wanted to ensure we showcased the raw emotions involved in not only spotting a classic Lincoln, but the dreams of those that drove them everyday. The beat poet who rediscovered a hand-me-down 1953 Lincoln Capri Convertible parked in an alley challenging convention. The lawyer who, while driving down the Taconic Parkway in a 1963 Lincoln Continental wanted nothing more than to  pull over in a field of dreams instead of the parking garage of their office tower in midtown Manhattan.

We captured specific emotions and had the end result live out on social channels that align with different parts of the way our target dreams and socializes. Each communication platform requires a different approach to maximize the amount of an emotional connections between the type of content and the personality of the viewer.

While the fully-animated Cinemagraphs lived on tumblr, a suite of other collateral lived on Facebook and Instagram. The still imagery on those platforms were artifacts from different portions of our original photo shoot and were designed to allow for a unique angle of discovery depending on where potential viewers came into our brand ecosystem.

The program was a smashing success. With over 16MM+ impressions on the larger social web, 2.4MM+ impressions alone on Instagram and 121K+ active interactions over the duration of the campaign on visual social mediums, we set a new social interaction benchmark for the brand.

By challenging convention and positioning Lincoln as a brand in evolution, a celebrated patron that intrinsically understands the tactile elements of a modern consumer, both in thought and in physicality, a new generation of culturally aware creators again have an amplified voice.