We are living in the era of the GIF. If you've spent any time on tumblr then you are more than aware of their popularity. We love them! They transform an image into something magical, and can turn an old image into something new. GIFs, though unknown to many, are not a new concept. They first hit the scene in the late 80's/early 90's sent via chain emails but quickly fell out of fashion. Social media platforms like tumblr opened their revival, and now they're everywhere.
GIFs are a great visual if made well, but generally don't have much more to them. As of late they are being reinterpreted as a form of art which has lead to some ingenious and otherwordly uses.
15 folds is a new cultural movement using GIFs. Each month they "invite 15 outstanding creatives to make original GIFs in response to one another". It starts with a central theme, someone creates a GIF then the rest of the chain picks it up, basing their GIF on the previous one, much like a game of Chinese whispers. Its great! It has given meaning to the use of GIFs and better yet you get to follow the chaotic yet logical journey of the first to the last.
I also love how it is bringing creative individuals together. Snowballing ideas off of one another. Anyone can get involved, you can respond to your favourite GIF by creating your own. Head to 15folds.com to find out more. Soon it will be a big family of 15 fold (ers) :) if you love GIFs then I suggest you get involved. We sure will!
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