Is it a GIF? Is it a JPEG? No, it’s a cinemagraph.
Diesel is once again being unique in its campaigns by using trends and originality, combining the recently introduced cinemagraph with its fall/winter 2012 collection.
The cinemagraph is somewhat of a sophisticated GIF – it’s a still picture with only certain moving parts that you can notice if you look a bit closer. They were introduced in 2011 by photographers Kevin Burg and Jamie Beck.
The cinemagraphs were made by acclaimed fashion photographer Steven Meisel. They won’t be used just on the internet, they will also be placed in stores and on digital billboards, which is a major plus since I guess it would be really awesome to see these quirky half-moving ads in person.
You must admit, this is one of those “Hey, why didn’t I think of this first” ideas. It’s so simple yet effective, also being that it was never used in advertising purposes before. But, something like this was expected from Diesel, since the brand has a long history of unique and quirky advertisements, always connected with the newest trends, making the fashion company a brand that is always truly fresh, but never deviates from its true self.