Mercedes-Benz Canada has partnered with Flixel to create the first ever Canadian Cinemagraph Instagram ad.
Cinemagraphs, sometimes called “living photographs,” are a mix of video and still photography that allow part of a photo to move with the rest remaining motionless.
Founded in 2011 and headquartered in Toronto, Flixel creates and offers professional products and tools for Mac users, and in 2012, formed an in-house creative team dedicated to working with brands.
The Instagram ad, which went live on May 25, features the brand-new Mercedes-AMG GTS. The car is stationary, but clouds in the sky above and behind it quickly drift by, and are reflected in the windshield. According to Mark Homza, co-founder and chief creative officer at Flixel, the ad is meant to convey the car’s “speed and fluidity” in a non-traditional way.
“Cinemagraphs are kind of re-inventing still photography in the modern age of video,” Homza said. “From an impact standpoint, if we look at Cinemagraphs, it’s a single frame that you’re watching with just a hint of motion. So you’re telling an entire narrative, an entire story in a single frame while leading with motion. The motion is what hooks you in. It’s essentially creating a whole new visual language.”
Flixel received worldwide recognition after working with Tyra Banks on “Cycle 20” of America’s Next Top Model in 2013. The competitive modeling competition, which is viewed in 186 countries, broke new ground by incorporating Cinemagraphs into many of its photo shoots. The collaboration resulted in a viewership increase of 25%, and “Tyra Flixel” images received more than a million likes on Instagram, and two million views on Facebook.
Since then, the company has worked on campaigns for brands including Kraft, Travel Alberta, A&E, Volvo, Panasonic and Netflix, and most recently with Instagram and Facebook, who are particularly interested in educating brands on how to best leverage the site’s auto play feature.
Homza said in an age where video is king, and marketers are under constant pressure to produce more original content at faster speeds, Flixel’s technology can help marketing campaigns come to life, and assist creatives in diversifying their brand’s story.
The Mercedes campaign (developed by the brand’s creative agency BBDO Toronto) also includes digital, TV, and OOH, and is designed to promote the launch of the new Mercedes-AMG GTS
The campaign to support the new Mercedes-AMG GTS runs until the end of June.
