Citroën is preparing the world for the launch of the Citroën DS5, a car like no other, and not unsurprisingly the launch is using people and technology like no other, including still pictures that move and American industrial shock rocker Marilyn Manson with an orchestra.
The Citroën DS5, a full size luxury five seat, five door car with a diesel electric hybrid powertrain, four wheel drive and with the bold and unrestrained styling of a concept car, arrives in Australia in the middle of next year. Ahead of its worldwide launch Citroën has launched two new promotion programmes that are as cutting edge as the car itself.
From the UK come still pictures – the first pictures of the right hand drive DS5 – that move, a first for an automotive launch. No, they are not videos, they are still pictures that contain elements that move and are dubbed ‘cinemagraphs’ that are subtly moving images that present the boldly-styled new Citroën DS5 in a uniquely eye-catching format.
Made popular by New York-based photographer Jamie Beck and motion graphics artist Kevin Burg, the 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.
“The new Citroën DS5 is an attention-grabbing model and we wanted to convey that in an engaging and innovative way,” says Marc Raven, Communications Director at Citroën UK. “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.”