ILLO: The deep loop - a talk about gifs

Friday 2 December

1330 - 1400

Bernini Room

Hosted by: ILLO

The usual length of a gif is five to seven seconds. Why? This corresponds to the average length of a shot in a movie.

Our brains understand information in bites of five to seven seconds – probably because we blink our eyes in the same timeframe.

What is less predictable is why we are so fascinated by this short looping videos that are literally invading our social streams.

Looping gifs open a new dimension to our senses.

We're not just ‘seeing’, but exploring a concept, we're going deep, trying to find a different ending each time (even if rationally we know that it isn't going to change).

Loops can affect not only the temporal dimension, by freezing a specific moment and letting you live it again and again over time, but also spatial: we're used to living our digital experiences with metaphors of physical spaces. But what if we shifted paradigm, from the linear spatial approach to multidimensional loops?  

ILLO is a creative studio focused on creating short videos for innovative projects – this means creating lots of gifs.


Access Full Delegate, Digital Academy, Marketers Academy, Student, Young Creative
Event type Talk
Categories Sense

Venue