Cinemagraph production is a technique where we create what we refer to as a ‘living picture.’ It can be a very powerful and inexpensive way of adding movement and interest to what would otherwise be a still graphic. Sometimes we shoot content specifically for a series of cinemagraphs, but equally it can be possible to work with existing assets / stock.
Cinemagraphs can often be quite dramatic because of the dichotomy between the elements of the picture that are moving and those that are not. In fact it’s that tension that gives them their own unique atmosphere. Good cinemagraph production should be a seamless loop and can be delivered as either a gif or an embedded movie. Here are some classic examples:
Cinemagraphs are particularly effective where you don’t necessarily expect things to be moving: websites, presentations, kiosks. There can be something a little eerie about some cinemagraphs, which is why they have been particularly embraced by the fashion industry.
Here’s an example of some loops we made for Gucci. To the purist they might not all be Cinemagraphs, since sometimes the camera moves / we cut. But that was mostly to keep things fresh as the campaign went on for a long time (nb we didn’t do the shoot or the art direction here, just the animation)
As most London animation studios will tell you, the main benefit of cinemagraph production is that they can be done relatively quickly and inexpensively. The main two reasons for this are that the post-production is mostly done in photoshop / after effects, and also because by their very nature they are short duration.
One of the most successful series of the technique we have created was for Dow Jones. These were adverts that were going on the escalators on tubes so we needed to create in portrait aspect. The assets were all stills, but such powerful stuff that these short loops were big on impact.
HOW MUCH DOES A CINEMAGRAPH COST?
Every cinemagraph is different – or at least should be – so there’s no such thing as a standard price. As with most creative & film production, you’ll find a big range of prices and standards.
Cinemagraphs are fun to make and can be quick to produce and publish. We can probably do a good cinemagraph in a day or two.
Of course the main consideration is whether or not you need to originate assets (a photo or video shoot). We find most of the time we can just create what we need.
We think our work is priced competitively, but we do have high standards and employ some really great talent. We look after everyone well, and that helps us make a great cinemagraph for you.
HOW LONG DOES IT TAKE TO MAKE A CINEMAGRAPH
Of course it depends on how ambitious we’re being with the production, with cinemagraphs being so short, we can turn them around very quickly once the imagery has been selected.
Here’s the drill:
- Fill in the brief. Yeah I know we all want to get stuck in right away, but this initial part really helps us establish your goals, mandatory CI stuff, and anything else grown up and important we need to focus on.
2. Creative development. Working through the visual aesthetic
3. Animation. The fun part
4. Publish your cinemagraph and wait for the awards to start rolling in.