Category: Design News

This Sunday, March 8 is International Women’s Day (IWD), an important day to celebrate women’s social, economic and political achievements. It calls for greater awareness and change for women’s equality, for more women in senior leadership roles and for growth of women-owned businesses. This year’s theme: #MakeItHappen.

International Women's Day is March 8As the owner and creative director of Scream Agency, a woman-owned agency for 18+ years, I know running a business is no easy task, especially as a woman in the creative field. In honor of IWD, I’d like to celebrate the creative woman and make a quick pledge for change.

The whole idea of change for women’s equality in the creative world came to light when I recently attended a conference called the 3 percent Conference. Thank you Kat Gordon! The 3% Conference is an organization of agencies, brands and individuals committed to increasing female creative leadership. Why the 3%? Because until just a few years ago, ONLY 3% of creative directors were women. How could that be the case? Women control the majority of the consumer spending and social sharing. Women are creative. So why wouldn’t we have more than 3% of women in creative director titles coming up with the creative ideas? We should and we will #MakeItHappen, #IWD2015.

Take the pledge to support a creative woman in 2015. Here’s just one way to provide support:

An article came out recently that hinted at Facebook’s plan to revolutionize the online ad. The technique? Cinemagraphs. There’s no set date for the takeover of this “so hot right now” technique but as we prepare our news feeds for these mesmerizing images, I’ll dig a little deeper into the technique and the impact that cinemagraphs will have on your online advertising plans.

What is a cinemagraph?

The cinemagraph is the modern day version of the zoetrope, a device that displays a series of images in a set timeline to create the illusion of movement. Or even better, it’s a sophisticated animated gif thats a thoughtfully planned out collaboration between photography and video.

Why will the cinemagraph be successful?

I see serious advertisers trending away from the traditional animated gif. The days of flashing red “Click Here” buttons and frame-by-frame animated banners, are all but gone. The traditional gifs will live on but only in birthday evites, Scout II forums and g-chat conversations. Even the “Queen B” doesn’t have enough power to save this dated technique from advertising obscurity.

With cinemagraphs, subtly is the key. The successful cinemagraph contains only slight movement of one aspect of the image. This draws the viewers attention to the image and makes them do a double take as they scroll the page. “Did that image just move?” Yes. Yes it did.

(Image source: Farm 6)

With the increasing popularity of image based apps including Instagram, Facebook and Snapchat, the cinemagraph has the potential to reign supreme, and here’s why.

• The cinemagraph requires no interaction from the user to begin its animation.
• The subtle nature of the cinemagraph creates interest and intrigue in platforms that are traditionally static.
• The image forward cinemagraph looks right at home in the image heavy platforms.
• Finally, they’re freaking amazing!

Are cinemagraphs right for my brand?

In a word, yes. There are unlimited possibilities with this technique. It’s by no means a new concept but having Facebook kinda-sorta-maybe-almost confirming that this is going to be the new standard is exciting. As an art director with a background in video, I’m chomping at the bit to incorporate this technique into a campaign.

Let us know if you’re interested in a cinemagraph campaign and we’ll put our heads together to come up with something perfect for your brand.

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