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What are Cinemagraphs?

Cinemagraphs are a blend of still photography and infinitely looping "moving images." A series of photos are edited into a seamless loop of endless frames, separating the motion formats from the stillness of the rest of the content. 

In this example, the can of Budweiser is the still photograph within the content. The can is surrounded by continuous motion, drawing your attention to the product in the middle of the cinemagraph.

McDonald's cafe is steaming

McDonald’s Canada wanted to produce exciting pieces of content in support of a new product launch. A stop motion technique was used to create the content, which combined many still frames to add animation onto still photographs of the new product. The end result was the illumination of steam emanating from a McDonald's coffee cup that was then shared across Instagram Stories. The story was very engaging and performed well-above average. It reached 14% of the McDonald's Canada audience organically with only a 21% churn rate, performing in the top quadrant of similar pieces of content.

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Brands in motion