B2B agency of the year - Earnest has cleverly employed the technique for their latest work for St John Ambulance.
The term cinemagraph was coined last year by a pair of hipster photographers from the US, who with the demand for eye-catching online content developed an approach that added an animated gif sequence to their fashion photography. It's now getting so popular that the technique has even spawned an App called Cinemagram.
Collaborating with SALT.TV director Ragnar and portrait photographer Paul Winter, Earnest wanted to capture for St John that dramatic moment when disaster strikes and everyone is frozen except the person who is trained to react.
SALT.TV Director Ragnar says "We'd shot the picture a few weeks earlier, but when the doctor came out from the crowd the day Fabrice Muamba had his cardiac arrest, I was blown away. That was exactly the kind moment we were evoking. People just freeze. It's one of those peculiar human reactions."
Lit like a painted portrait, photographer Winter gave his subjects their own light. Using flash photography, every character has a unique story, yet in the middle of it all, there is one individual who is quietly in control.
"Hopefully the picture provokes people to think" an excited Ragnar goes on. "These are they kind of projects that provided they get the exposure, make a difference". Take a look for yourself