Animated GIFs in a 2.0 world

I catch something out of the corner of my eye. You’re leaning against the wall, just about to make a move, perhaps to walk towards the train. People threaten to block my view. A bus bounces and honks down the street, noisily braking at the intersection. There are so many distractions. All are aiming to take this moment from me. I only have a split-second to get this shot. Our eyes locked. I focus. Squeeze the trigger. GOTCHA!

Dear reader, what I am describing is a passion of mine— street photography. While this entire exchange only took seconds, I can play it back in my mind like a short film. This rich moment is typical of street photography, and it always makes me think. What can I add to it to make it better, bring it to life? Thanks to artists Jamie Beck and Kevin Burg, I might have an answer.

Though GIFs (pronounced “jiff,” like the peanut butter) have been around since the late 1980s, its resurgence in the last half decade enjoys a newfound art form in photography displays. Using animated GIFs as their medium (not video), Beck and Burg have created cinematic moments that are subtle, beautiful and dramatic:

And, Cinemagraphs aren’t the only display GIFs are invading. Marketers have taken animated GIFs to email, engaging viewers with an entirely new brand experience, putting motion in what is expected to be still: (Yes, animated GIFs will play in every email client, excluding Outlook 2007/2010 and Windows Mobile 7 – in which you will just see the first frame.)

If you have seven minutes to spare, watch this Off Book short from PBS Digital Studios. It dives into the history of the GIF and includes an interview with Beck and Burg, as well as other animated GIF artists.

Get a feel of GIFs, then start adding this wonderful feature into what you do. As we enter the visual age, it’s not something you’ll regret investing in.