The Year in Focus #MostMoving campaign first and foremost was aimed at giving viewers an immersive way to experience the year's photography. Getty Images as a brand expressed interest in using the campaign to publicize their previously internal goal of, "Moving the world with images."
We decided, what better way to let moving images speak for themselves than to actually make them move?
Across social channels, this goal was met by accompanying images with copy that helped tell a broader story, but which left room for the photos to speak for themselves. We applied subtle yet meticulous animation to the some of our favorite campaign photographs in order to create animated GIFs, or cinemagraphs. The cinemagraphs were posted across social channels, and added depth to the images and brought them to life in a way that maintained image integrity but gave users a unique, new way of engaging.
The campaign had the strongest presence on Tumblr and Instagram, generating 18k and 16k engagements respectively.
The Year in Focus #MostMoving campaign first and foremost was aimed at giving viewers an immersive way to experience the year's photography. Getty Images as a brand expressed interest in using the campaign to publicize their previously internal goal of, "Moving the world with images."
We decided, what better way to let moving images speak for themselves than to actually make the images move?
Across social channels, this goal was met by accompanying images with copy that helped tell a broader story, but which left room for the photos to speak for themselves. We applied subtle yet meticulous animation to the some of our favorite campaign photographs in order to create animated GIFs, or cinemagraphs. The cinemagraphs were posted on Facebook, Twitter, Instagram, Tumblr and Google+. The animation added depth to the high-quality photography and brought the images to life in a way that maintained image integrity but gave users a unique, new way of engaging.
The animated GIFs revealed some of the most moving moments of 2014, with the campaign photojournalism written up as being, "Both beautifully shot and tragically sad in equal measure." Getty never intended to produce only happy moments, but rather reflect on those moments that compelled us to feel emotion in 2014.
One animated GIF shows the anti-government protests in Kiev's Independence Square, with ominous clouds moving across the frame to emphasize the somber tone. Another animated GIF sends ambers flying in a Balinese scene of fire ritual symbolizing the purification of universe and human body through fire.
The GIFs were produced, not by cutting down video into shorter video segments, but by altering still photography to appear animated through an entire reconstruction of imagery. The campaign had the strongest presence on Tumblr and Instagram, generating 18k and 16k engagements respectively.
