Stuart Weitzman will be the first fashion brand to debut a Cinemagraph advertising campaign on Instagram. The Cinemagraph, described as “living photography,” is a static photographic image with an incorporated animation of multiple frames.
The brand will publish four Cinemagraphs, each highlighting a different spring style: the Lovefringe stiletto, Myslide sandal, Sparta gladiator, and Fringetimes bootie. The brand worked on creating these images with the Cinemagraph’s creators, artists Jamie Beck and Kevin Burg of Ann Street Studio.
“Cinemagraphs allow us to share mesmerizing moments that extend the visual vocabulary of the brand,” said Susan Duffy, Stuart Weitzman chief marketing officer. “We are very excited to bring life to this innovative Instagram campaign, which will enable us to connect with new consumers on an intimate and aspirational level.”
The campaign will run for two weeks on Instagram, with the objective of building the brand’s audience and reinforcing their #inourshoes proprietary hashtag. The campaign will also use Facebook’s new reach capabilities, retargeting people who see the campaign on Instagram.