Cinemagraph By Jamie Beck & Kevin Burg

The term "cinemagraph" was coined by U.S. photographers Kevin Burg and Jamie Beck, who used the technique to animate their fashion and news photographs beginning in early 2011.
The technique resembles "photions", which captures 4-6 seconds subtle movements in a loop. For portrait photography it is primarily a registration of posing. The technique of "photions" is online since April 2010. Contrary to cinemagraphs in their current appearance, photions use HTML5 since the beginning, providing full color end results.
Visual Graphics Artist Kevin Burg began experimenting with the .gif format in this style in 2009 but it wasn't until he partnered with photographer Jamie Beck to cover NYFW that Cinemagraphs were born. Marrying original content photography with the desire to communicate more to the viewer birthed the cinemagraph process. Starting in-camera, the artists take a traditional photograph and combine a living moment into the image through the isolated animation of multiple frames. To quote supermodel Coco Rocha "it's more than a photo but not quite a video".