“Cinemagraphs” are animated photographs that feature repeated and subtle movement. Early experiments by Kevin Burg and Jamie Beck in fashion photography led to the format’s modern popularity.
But GIFs - the usual source for cinegraphs - aren’t a video format, and can’t be controlled very well. In addition, creating a true cinemagraph can require a lot of work. Over the weekend I realized that for some images the same effect could be created using CSS 3D transforms. As an alternative to the expense of shooting full video, this could be a valuable, performant and efficient technique for product demos and visualizations.