Advertising that will Blow You Away!

Here’s an ad that just might blow you a way.

This video display on a subway platform in Sweden uses sensor technology to react – in real time – to trains coming into the station. And when they pass, the wind blows the model’s hair all over the place.

“We needed to build a device that could be calibrated to sense the arrival of the train and not react to passing passengers,” the production company Stopp Family, which designed the ad, wrote on its website. “Using an ultra sonic sensor, connected to a Raspberry Pi and a local network socket, we connected our device to the screens computer where the film could be activated by the passing trains.”

The ad is for the Apolosophy line of hair care products from the Apotek pharmacy chain and says “Make your hair come alive,” according to Mashable.

Along with showing off the cool effect, the video above also gives you a glimpse into how it was made.  This is a great example of a new and unique form of content and advertising called Flex Media.

The Space Between

Armani-Central-Park-6151

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?

NIKE by Mr GIF

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.