CITROEN EXPLORES CREATIVE TECHNOLOGIE

Published by Gerald Ferreira Date: November 24, 2011
Categories: Citroen, Citroen DS5

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.”