Cinemagraphs

Cinemagraphs are “living” photographs: a mix of static image and video looped infinitely without any visible breaks or edits. By defining which elements move within the frame and which are static, the cinemagrapher can emphasize certain details, tell stories, or create a unique atmosphere. Thanks to the introduction of a moving element, cinemagraphs can evoke a more emotional reaction than conventional photography. The use of cinemagraphs often results in longer session times (websites and apps), higher click rates (banners and display ads) or greater user engagement (social media).

One particular challenge when making cinemagraphs is creating an “invisible edit” where the video ends and loops back to the beginning. In other words, cinemagraphs should loop perfectly and must not contain any “hard cuts” perceivable to the eye. Another factor is the “mask”: an element which is integrated with another (for example the moving element) must be cut out meticulously, in such a way that the viewer cannot see where one ends and the other begins. Depending on the visual, this can be a complex and time ­consuming process, which requires a lot of post­production expertise.

In the following examples the original video is set as the background with the cinemagraphs placed on top with a short description.