US – Recognising the ongoing popularity of digital artworks, GIF database Giphy has translated moving images into a physical book format. The publication, Frame by Frame, is limited to just 750 copies, and is the culmination of 35 international artists responding to Giphy’s Be Animated mission statement. To create dynamic pages, the book uses lenticular holograms, stickers and image flips.
Each page also features a QR code for readers to view the animations on their smartphones. This phygital approach allows people to appreciate intricate details of GIF artwork, while also experiencing it in its original form. Commenting on its diverse group of contributors, Giphy says: ‘... flipping through the pages reveals a vibrant and diverse world of claymation, celluloid [hand-drawn] animation, drawing on bodies, computer renders and photographic portraits – all of which are united by a love for the animated GIF.’
By celebrating digital art, Giphy is packaging up design in a way that appeals to the mindsets of Gen Viz, a visual-first generation whose communications are dominated by emojis, videos and animations.
Businesses operating primarily in online spaces should recognise the potential for combining physical and digital marketing. Particularly when reaching young people, be sure to offer visual communications in hybrid formats