Tag Archives: cinemagraphs

Stuart Weitzman

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This week we received some great news!- We were listed in AdWeek’s Top 100 Creatives thanks to our Cinemagraphs like the ones you see here created as a digital ad campaign for Stuart Weitzman. It was such an honor to have our new visual story telling style recognized and I hope this leads the way for more experimentation as we continue to evolve the idea of a living moment.

Cinemagraphs began humbly. At first, using simple gifs, we were limited by a file format spec’d in 1989, only a few months before Taylor Swift was born. Now in 2015 we can display them in so many better ways, most notably on mobile apps like Instagram and Facebook, both of which recently rolled out video that loops and auto-plays. Cinemagraphs got a whole new breath of life and we were able to explore that through this campaign with Stuart Weitzman. They came to us with a vision in mind and we in turn made their scenes come alive, showing their shoes in a new way to a whole new audience.

We were so proud at the outcome which you can see here, here, here, and here.

As always, thank you for coming on this journey with us as we turn our cameras on the world to show it breathing and alive and hopefully brings something interesting for you to see.

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A Cinemagraph Journey

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Today we got some good press… As I woke up to friends tweeting and texting me I hesitantly went to read the article. I’ll be honest, reading about your work from someone else’s perspective is always terrifying. Do they get it? Do they even like it? Are we on the right path, saying the right things? Sometimes, when you are “in it” its hard to see the bigger picture. I read this article and looked back on this crazy cinemagraph journey that started 5 years ago and I have to say, an overwhelming feeling of pride and love came over me. I love my work, I love that I get to do what I love as work, and I feel so, so, very lucky that people like it. That there is a digital audience to even see it and if we do a good enough job at reaching an emotional string- share it with their own networks.

ad-week

Last summer I read a book about Edward Weston where he said in 1930:

“If this could happen- a beautifully printed book of my work- it would ‘make’ me. And the wider distribution of my work, -knowing that it was being seen by hundreds or thousands, instead of the handful who come in here, would have a fine, strengthening effect upon me.”

With digital art the internet is our book and the fact that millions of people have seen some of our cinemagraphs from around the world gives me some sort of greater fulfillment even if they don’t know our name. To share images that tell a story of the times, that can take you to a place, that can remind you of the way something feels or even maybe dream a little is a my own dream job. As a photographer, don’t you want as many people as possible to see, share and respond to your work? I know Weston did and I know I do too.

Sometimes people have certain connotations about commercial work or commissioned work by brands with artists. I actually love working with brands. Understanding their message, finding how I fit into their world, what it is about their idea or product that inspires me into resonating a vision in my mind. Telling brand stories is a creative challenge and finding the balance between you-pay-me-to-work and I-make-something-meaningful-as-an-artist is always a struggle, but the one thing I will not sacrifice. That makes it possible when stepping back and looking at 5 years of work to feel proud of what you made because it came from your heart. Of course, not everything we do is commissioned by brands such as the examples in the article, sometimes we catch it blowing by in a moment in time or glimpses into our own life.

So we hope to continue to fill your feeds with beautiful cinemagraphs to the best of our ability. We hope to spend our life giving you something you want to look at for as long as possible.

Thank you for the support.

 

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Chloe Nørgaard for Hanley Mellon

chloe615 This fall here at the studio we photographed digital assets for a new label called Hanley Mellon, created by Nicole Hanley Mellon, a former stylist for Ralph Lauren (and you know how I feel about RL)

The above is a cinemagraph of model Chloe Norgaard which is now live as the landing image on HanleyMellon.com. When we shot this at our studio I was looking at Chloe, so famous for her ever changing hair color, and thought: let’s just make it about her hair! After all… you can’t miss it.

Nicole and I have since become friends which is always the best outcome of something that starts as a job, to both like the people you end up working with, and in this case, to love what they have created. I find Nicole’s personal style incredibly inspiring. During our 2nd shoot together she was discussing heel height with one of her partners, making the point that flats were much chicer to wear out at night because you’re not in pain or walking like a dinosaur.

I totally agree.

But when she does wear heels, she does them so well. I also spent the entire day wearing Hanley Mellon when we went on our New York City ‘choose your own adventure’ together because the clothing is made to be simple and chic and above all comfortable.

Nicole interviewed me recently, one of my favorites of all the interviews I’ve done… which isn’t surprising since I seem to heart everything about Hanley Mellon.

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B.Balenciaga

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How does perfume emerge into the world? I recently tried Balenciaga’s newest creation by creative director Alexander Wang, called B.Balenciaga. The frosted bottle reminded me of a block of ice, perhaps a place where all creative ideas are frozen and then as they emerge into fruition begin to melt away, slowly, as ice turns into liquid.

As winter descends upon us I look forward to the spring, the thawing of ideas, the emergence of beautiful florals and that mossiness of the forest damp from the melting snow. But until then, I’ll take this scent made for women like me: romantic and modern, delicate as a flower and as strong as ice.

PS-  peek behind the scenes of this cinemagraph



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