To generate excitement around the much anticipated film, Stoker, TVGla created a visually powerful, parallax-driven, HTML5 scrolling site called Letters to India that gave users a glimpse into the wicked and twisted world of the film’s main character. This intriguing and constantly evolving site tells India’s story through a series of letters, quotes, and cinemagraphs that move seamlessly, yet independently of one another. Movement is integral to each image and the site as a whole; it illuminates both the narrative and the character’s progression into dark and mysterious territory. Our goal of building interest and inciting curiosity among audiences was achieved through these provocative, strange, and shifting images that left users with a feeling of uncertainty and wanting to know more. These GIFs were hugely popular, so much so that they were subsequently used for the film’s online advertising campaign, appearing in takeovers, banners, and rich media. The GIFs were well received and the ongoing popularity of the ever-evolving HTML5 site prompted Fox Searchlight and TVGla to again push the GIF into new forms of media and for the first time ever, animated cinemagraph GIFs were used as the backbone of a TV spot: http://www.youtube.com/watch?v=za86lEJVVws&feature=share&list=UUor9rW6PgxSQ9vUPWQdnaYQ
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