GIFS in illustration and advertising

Through both the internet and classmates looking at work I have come across loads of still images that have been animated into GIFS, a really novel idea that seems to have taken off recently.  Gif artists in particular are all over tumblr, but one who stands out is Rebecca Mock, who designs all her illustrations in a way that they can later be animated as gifs.  My classmate Kyle was the first person to introduce me to her work when I watched his progress presentation, and a few days later I came across it again through an article on GIF art online.  The animations in her illustrations are really subtle but always add another layer to the image, and this kind of enhancement would be perfect for using with QR codes as the original image is still kept; its easy to imagine pointing a smartphone camera at the static image and it coming to life.

Fig 1. The Aftershocks by Rebecca Mock

Fig 2. 5 Cool Ways to use Business Cards in Evernote by Rebecca Mock

The work of David Szakaly is another example of GIF art that compels the viewer to keep watching.  His style is heavy in monochrome and he makes use of effects that are not unlike visual illusions.  The animations are so fluid that they are almost relaxing, which leads me to think about animations that have a calming/stimulating effect on mood and how I could look into that more.   That is probably for another blog post though!

Fig. 3 140904 by David Szakaly

Fig. 4140913 by David Szakaly

Fig. 5 140924 by David Szakaly

As I said previously, GIFS are at their biggest on Tumblr, where interestingly many high-end brands have taken the opportunity to as some kinaesthetic appeal to their ads.  Calvin Klein's page was one of the first to take advantage of the GIF support format, posting this rather provocative clip of Lara Stone modelling their underwear.  As an adverting technique it was perfect for the product in question - Calvin Klein underwear is worn on a moving body, so why not advertise in a way that shows it?  Further examples like this and this showed the clothes in a dynamic way, moving in motion with the body and heightening the idea of luxurious fabrics that are easy to wear in pared down designs.  Those familiar with the brand'd style of clothing designs and the print campaigns would be able to tell that it was by Calvin Klein.  Coca-Cola also used a GIF to combine a bit of classic product placement with a very summery setting, creating an easy visual rhetoric about Coke and summertime.  Visual rhetoric is also something I have lined up to research, and it is possible that it could influence ideas.  However I have gone off on a tangent here, visual rhetoric is in line for discussion soon.

So why are GIFS such a coveted advertising device when we already have video?  Danielle Strle, Tumblr's Director of Product, says that it's immediacy is the key.  "When people say they want to use video, I actually do tend to encourage them to use the animated GIF.  It's such a magical format - it's all the visual and immediacy of video, without the barrier or entry to the play button." (Perez cited Strle, 2012)  It sounds simple, but in the age of "everything, now", one less step makes a difference.
This AdWeek article charts the best used GIFs for advertising from last year, which gave me a bit more insight into what kind of content advertisers of various companies put into their little snippets of motion.

Fig. 6 GIF by Converse

Fig. 7 Jansport bags

Fashion and clothing brands put their goods at the focal point but in the cases of Converse and Jansport, in a creative and original way.  These brands resonate with people of all ages but the target market is typically those who are younger and on the go.  Converse not only give a quirky spin on their product but show that their shoes are good for anything (such as dancing).  Jansport shows a teen who dresses both stylish and practically, saying a lot about the functional and classic design elements of Jansport bags.

Fig. 8 Great Gatsby

Fig. 9 The Purge advert

Movie GIFS tend to have snippets of iconic moments, such as famed party boy Gatsby raising his glass to Nick Carraway.  Scarier, more emotive films such as The Purge show a mashup of disturbing images to give short snapshots of scary moments.  The overall effect is disorientating and unnerving which speaks for the mood of the film.

Fig 10.  Dior lipstick

High fashion vs everyday:  Brands like Dior Makeup, that represent a high-octane, glamourous image, focus on product placement as well as provocative imagery, often of lips, face or body (see Calvin Klein GIFs for similar examples).  Visual rhetoric would not necessarily have to apply here - it is made plain that Dior is a quality brand of lipstick.  Meanwhile, Trolli Sweets' cute GIF of a curly-haired boy nuzzling a dog made out of Trolli snakes suggests a playful, fun nature of brand identity.  

Fig 11. Trolli sweets

Overall GIFs seem to be a platform for advertising that allow a more creative approach that resonates with the younger crowd.  I have seen Vis Comms in the year above do really cool things with GIFs and even if I do not use actual looping animations such as the ones shown here, there are definitely some visual pointers on how to do content that looks interactive and could fit with a QR code framework.

-

References

Heine, Christopher, 2013.  The Top 20 Tumblr ads of the year [online article] Available at:

http://www.adweek.com/news/technology/top-20-tumblr-ads-year-154354

[Accessed 21st October 2014]

Perez, Sarah, 2012 cited Strle, Danielle, 2012.  Cinemagraphs (Animated Gifs) As Advertising? Tumlr Experiments with New Advertising Format [online article] Available at:

http://techcrunch.com/2012/08/31/animated-gifs-as-ads-tumblr-experiments-with-advertising-format/

[Accessed 21 October 2014] 

Images 

Fig. 1 Mock, Rebecca, 2014.  The Aftershocks [online image] Available at: http://rebeccamock.tumblr.com

[Accessed 21 October 2014]

Fig.2 Mock, Rebecca, 2014.  5 Cool Ways to use Business Cards in Evernote [online image] Available at: http://rebeccamock.tumblr.com

[Accessed 21 October 2014]

Fig.3/4/5 Szakaly, David, 2014.  140904/ 4140903/ 140924 [online images] Available at:

http://dvdp.tumblr.com [Accessed 21 October 2014]

Fig 6 - 11 Multiple authors, 2013.  Images provided by AdWeek article [online images] Available at:

http://www.adweek.com/news/technology/top-20-tumblr-ads-year-154354

[Accessed 21st October 2014]