Thursday, May 23, 2013

Future of Luxury Fashion: Kevin Burg and Jamie Beck

Kevin Burg and Jamie Beck, co-creators, Cinemagraphs

Have you ever seen a cinemagraph? No? Then go here right now. Wow, right? That's what brands like Oscar de la Renta, Chopard, Veuve Clicquot, and others thought about the beautiful mashup of gif tech and photographic technique created by photographer Jamie Beck and digital designer Kevin Burg. The husband-and-wife team may have just created an entire new art form custom-made for the digital age — one that's propagating quickly thanks to its use in top-tier luxury advertising.

Photo Shop:

Beck: “Creating the first cinemagraphs was a very organic experience. We were shooting the shows at New York Fashion Week, and I wanted to capture something beyond a still photo, to make people really see something more — but we didn't believe that people would have the patience to watch videos. Kevin had been working for a couple of years on the idea of a hybrid of photo and video. It took three days of shooting and failing until we got one to work. I'll never forget the moment that photograph came alive, staring at it, and thinking it was going to change our lives.”

Paid Content:

Burg: “These days, luxury brands can allow their audience to find them. Before digital, if you wanted to reach your audience, you had to figure out where they might be — like, say, watching a golf tournament on TV, and present to them there. Now, they find you, and stay with you in a digital space. If the content is compelling, they'll actually want to watch what we in previous generations considered advertising. ”

Arts and Crafts:

Beck: “We’re privileged to work with incredible artisans who make the luxury goods we shoot, and there's a really beautiful parallel from what they create to what we do. In luxury, details matter. With so many resources going into making a product, you can’t lose the message in the delivery. When we make a cinemagraph, we’re hand-stitching an image back into motion and bringing products to life, frame by frame.”

Photographed by Winnie Au, Hair and Makeup by Bethany Brill.  Content originally published from Refinery29.
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  1. I love when you post these! What a great interview.

  2. These Cinemographs have changed the way I truly see things.