If you are not familiar with a cinemagraph, it is a photo with subtle repeating movement. The term “cinemagraph” was coined by photographers Kevin Burg and Jamie Beck, who used the technique to animate their fashion and news photographs last year.
We fell in love with the format and decided to produce our own cinemagraphs to use as ads. Here are a few of the images that we produced:
I appreciate that you kept the movement minimal rather than turning it into a full animation, which keeps the focus on the clothing while still adding visual interest.
It’s interesting how a technique coined just last year by Burg and Beck has already made its way into brand advertising, and your examples show how adaptable the format is.
I like how you explained cinemagraphs as photos with subtle repeating movement, because that distinction from full video really matters. Using them as ads makes sense since they grab attention without feeling too busy.
The subtle repetition you mentioned is what makes cinemagraphs stand out to me, and it’s nice to see MJTrends experimenting with that instead of sticking to standard still images.
The reference to Kevin Burg and Jamie Beck helped ground the idea historically, and it’s interesting you applied that same fashion-driven technique to MJTrends advertising imagery.
These feel like a smart middle ground between static product shots and full video, especially for fashion where fabric movement can be showcased without overwhelming the viewer.
I didn’t realize cinemagraphs were originally popularized through fashion and news photography, so it’s cool to see that lineage continue in your own campaign visuals.
Using cinemagraphs for ads seems effective because the looping motion naturally draws the eye, especially when everything else in the frame stays still like you described.