Yoga Cinemagraph

If you get Groupon emails, you might have gotten this in your inbox last month. We put together several use cases on ways to enjoy the final weeks of summer.

The ask was to really grab the attention of our audience during this peak season. We know motion is engaging but its overuse had me worrying that it would start looking like the 90s when we all discovered flash animation. So I thought if the motion utilized modern trends like boomerangs, plotagraphs, and cinemagraphs then that would work! I'm finding that when frequently marketing with animation the subtle approach is tasteful and allows you to preserve its effectiveness and keep us all from relapsing.

At first glance, it's a regular image but just as you're about to scroll you notice some movement which leads you to do a double-take and go "wait, whaaaat?" It's the curiosity, surprise, and delight rather than bold attention-grabbing that helps keep audiences coming back. Though there is definitely a time and place for boldness.

To view the full project and other work I do at Groupon visit: http://michaelmikho.com/port/groupon/