CITROËN EXPLORES ‘CRÉATIVE TECHNOLOGIE’ WITH A SERIES OF ‘CINEMAGRAPHS’ FOR NEW DS5
In a first for the automotive industry, Citroën UK has created a series of ‘cinemagraphs’ – subtly moving images – to present the boldly-styled New Citroën DS5 in a uniquely eye-catching format.
Highlighting both form and function, the DS5 cinemagraphs are the first official right-hand-drive visuals of the distinctive new Citroën flagship. They are also the first of their kind produced by an automotive manufacturer. Befitting a model that looks like no other on the road, Citroën UK wanted to convey DS5’s personality and presence with a fresh application of digital ‘Créative Technologie.’
Made popular by New York-based photographer Jamie Beck and motion graphics artist Kevin Burg, cinemagraphs use the animated gif file format to combine the composition of still photography with the movement of film. A captured moment in time; at first glance the image appears as still-life, then the movement reveals itself, injecting a whisper of dynamism into each shot.
The Citroën DS5 cinemagraphs were created by automotive photographer James Lipman and design agency TIZA Creative.
Marc Raven, Communications Director at Citroën UK commented; “New Citroen DS5 is an attention-grabbing model and we wanted to convey that in an engaging and innovative way.
The cinemagraph format – unused by vehicle manufacturers to date – provides the perfect opportunity to showcase the car in a new medium. This is ‘Créative Technologie’ at its best, breaking new ground in how cars can be presented. It’s a fun exploration of the format for now, but in time this could be how all new vehicles are experienced online.”