Objective

To enhance the slate presentation for major theatrical and television sales events by introducing cinemagraphs as a dynamic alternative to traditional static key art.

Challenge

The team was divided between using traditional static key art, with some preferring familiarity and simplicity over adopting cinemagraphs. I proposed cinemagraphs, arguing they would capture the viewer's attention more effectively, create a stronger emotional connection and be more interactive with the audience.

Involvement

To make my case, I conducted extensive research on the effectiveness of cinemagraphs in digital marketing, 85% increase, demonstrating their higher engagement rates compared to static images, 0.83% increase. I created a comprehensive side-by-side comparison showing static key art versus cinemagraphs for our slate presentation. Additionally, I meticulously created cinemagraph key art from layered PSD files, ensuring each layer was separated to apply dynamic motion effects. I referenced official trailers and public ad spots to maintain alignment with the cinematic experience, applying motion techniques including displacement maps, fog effects, key talent movement, birds flapping, flags waving and title reveals. This approach aimed to enhance viewer engagement and ensure consistency with the film's visual branding.

Result

I successfully convinced the team to incorporate cinemagraphs into our slate presentation strategy. The final presentation with the applied cinemagraphs received enthusiastic feedback from internal stakeholders and the audience, outperforming static key art with higher engagement and increased retention rates. This success established cinemagraphs as a preferred choice for future event presentation campaigns, demonstrating their potential to enhance audience engagement and visual appeal.