The Space Between


Copyright – Jamie Beck & Kevin Burg

Understanding where the world is going in digital imagery and visual communication can sometimes be a challenge.  You feel the direction and can see the vision but still struggle on how to describe it to others.  I have been finding myself using the term “Space Between” a still image and a video to describe the area that we are trying to liberate on behalf of advertisers and marketers.  This space represents a growing movement in digital content creation that is driven by simple yet engaging motion.

The still photo can be a small and easily usable image and that is what makes it a perfect piece of content for digital advertising creative.  Photos capture a moment in time and lets the audience complete the story. But the one image is often one dimensional, interpretative and approximate – not providing the clarity, energy and emotion of actual movement.

Video, on the other hand, tells a more complete story and its format is designed to allow the creator room to express an entire thought or idea worth sharing.  Video can be engaging and robust enough to get just about any message across, and sound provides an additional sensation to express emotion and feeling.  However, using video as content in digital advertising is often complicated.  Requiring the user to click to play creates an instant barrier that demotes the video to a still photo with an arrow on top.  And, large file sizes, limited media placement opportunities and hosting issues can add to the video’s inherent complexities.

The average online attention span in 2013 was eight seconds. Twitter has seen the research. This is why they decided on a maximum of six seconds for uploads to their popular Vine video app and standardized the original ‘Tweet’ on 140 characters or less to get a point across.   Less is more in today’s busy world.  If grabbing our attention in a digital environment in less than eight seconds is important, we need a new way to combine the simplicity of the still photo with the engaging nature of a video.  Can we convey emotion through motion simply and quickly?  Absolutely we can.  But what do we call it?


Copyright – Mr. GIF

Since the Dave Matthews Band already used “The Space Between” to title their 2001 hit song, it is our job (collectively) to come up with a name to describe this emerging space.  Some within the industry have begun using their own language to describe the content.  Jamie Beck and Kevin Burg, the duo credited with the artistic revival of the GIF format coined the name “Cinemagraph” to describe their moving photographs.  Other creative professionals use terms such as moving portraits, hybrid photography or looping video.  All are valid monikers given to a new art form that is simple, compact, engaging and provides just enough emotion to compel the viewer to take action.  But the medium deserves an artistic distinction that sets it apart, not as a technology but as a form of expression born from the evolution of technology.

We know what this “Space Between” is but need your help giving it a unique and defining name.  We have built a company around this new disruptive technology and are looking to provide smart solutions to creative professionals, digital marketers and ad agencies looking to convey emotion through motion quickly and easily in the form of digital content and creative for display banners, websites, email campaigns, landing pages and social media channels.

Send us a tweet at @Cinegif for your suggestions on naming the space between a still photo and a video, or post on our Facebook page.

Cinegif and Twitter’s Vine


Have you heard of Vine?  It’s a brand new app currently available for iphone and ipod touch that allows you to capture 6 second video clips and post them to Twitter.  Because it is owned by Twitter, there’s a very good chance it’s going to be around for a while… and pretty popular.  Here’s where our new feature comes in:  Cinegif seamlessly integrates with Vine!  Now you can create high quality Cinegifs from your very own Vine videos that are perfect for use in e-mail campaigns, website design, landing pages, e-commerce displays, social media, and more.

To convert your Vine videos into a Cinegif, all you have to do is download the Vine app, link it to your Twitter, create your 6 sec video,  and post it on Vine and Twitter or Facebook.  Then just copy and paste the URL of your Vine video on Cinegif and it’s ready to be edited and transformed into a high quality Cinegif!  You can see the Vine video we used to create the Cinegif above at

Cinegif & Vine

Some people are calling Vine Twitter’s answer to Facebook’s Instagram.  In a recent WSJ article Dick Costolo, Twitter’s CEO, was asked, “Why did Twitter buy Vine?”  His response…

“When Facebook bought Instagram, I said we’re not going do what those other guys did. We’re looking for the next thing. The Vine guys showed Vine to Twitter’s co-founder, and he called me and said, ‘you gotta see this.’ We all agreed that this is the next thing down the road. It’s hyper-constrained publishing. It’s going to force people to be creative and foster this new art form of ‘how can I tell this story in six seconds?”

Many people are using simple apps like Vine, Viddy, and Socialcam to capture a moment on their phone while experiencing them and enjoying life.  They’re a wonderful opportunity for a marketer to capture those mobile moments anytime, anywhere and use them to further a brand.  Many Brands are already experimenting with Twitter’s Vine.  We want our customers to have the ability to create stunning and engaging digital content in the easiest way possible and be able to use video created anywhere.  That’s why we added this important and exciting new feature.

Let us know how you plan to use Vine and Happy Cinegiffing!