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 Technolgie.’

Photo: Citroën’s ‘créative technologie cinemagraphs’

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.”