![]() In the hands of creatives, the effects can be mesmerizing and hypnotic.įor more examples of beautiful cinemagraphs The key word is “minor.” When viewing a cinemagraph it looks like you are staring at a still but within this frozen moment in time there is one element that is in motion and continuously repeats. ![]() Ask the average Joe on the Internet to define a GIF, and they will almost universally answer with “a short loop of animated images.” How do I know this? Well as co-founder and CEO of Flixel, I’ve spent the last four years trying to convince thousands of potential customers that cinemagraphs, aka Living Photos, were not GIFs.Ī cinemagraph is by definition, a still photograph in which a minor and repeated movement occurs. While these arguments are technically true, it’s not really relevant. It has a long history on the web and its 8 bits per pixels and limited 256 colour palette is precisely what makes GIFs kitschy and fun. A 28 year old file format that actually predates the world wide web. GIF is an acronym for Graphics Interchange Format. The GIF purist will agree with all of the above points and will go one step further. Confusing eh? Especially after we had just learned that the new iPhone 6S shoots 4K video. Phil went on to say that Live Photos aren’t video either. It “includes sound.” Or my favourite bit of Apple marketing gobbledygook, “the motion is created using a space efficient frame-to-frame technology.”Īpple doesn’t want Live Photos to be associated with silly GIFs so they decided to immediately reframe the comparison to something different. I can already hear Apple fanboys and legions of GIF purists screaming repeating loops at me that I’m dead wrong.Īpple fans will simply revel in Phil Schiller’s words – this is “new technology.” It’s not a GIF because it’s “full resolution 12 megapixel stills”. Well the the short answer is YES! Oh boy, what have I done.
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