Travel Alberta Uses Cinemagraphs to Stop Time and Capture the Adventure of the Rockies

Second Critical Mass Campaign Launches in Partnership with Flixel Photos, Leading Developer of Cinemagraph Software & Services

CALGARY, Feb. 17, 2016 /CNW/ - Travel Alberta, the tourism and marketing agency of the Government of Alberta, and Critical Mass, a global digital experience design agency, announced today the launch of a new campaign that captures the feeling of adventure in the Albertan Rocky Mountains. The campaign was created in partnership with Flixel Photos, a visual storytelling company that enables content creators to produce cinemagraphs.

This is the second time Travel Alberta has built a campaign around cinemagraphs - "living photos" that combine static imagery and subtle movement to create the illusion of perpetual motion. Last year Travel Alberta, Critical Mass, and Flixel worked together on a suite of cinemagraphs that showcased the beauty of the province. The campaign won awards, accolades and attention from the advertising industry and consumers alike. 

"Alberta's Rocky Mountains are undoubtedly one of the most breathtaking places on earth, and we often talk about how time slows down or even pauses when you're mid-air on skis," said Phil Klassen, VP, Global Consumer Marketing at Travel Alberta. "That's the moment of thrill that we were really trying to capture."

Building on last year's success, Critical Mass focused this campaign on the combination of natural wonder and human excitement. Each cinemagraph stages athletes in climactic moments, frozen in time and place. In one example, a skier stops mid-air, the Rocky Mountains disappear, and the viewer sees the athlete completely removed from context for maximum effect. The campaign relies heavily on the hypnotic appeal of the cinemagraph but infuses elements of excitement and drama that bring the thrill of the Albertan Rockies vividly to life.

"Cinemagraphs have rapidly become a powerful new visual storytelling medium for top brands like Travel Alberta," said Robert Lendvai, Chief Marketing Officer at Flixel Photos. "The results speak for themselves, as cinemagraphs used in email, web, social media and even on television are delivering a measurable lift in engagement, dwell-time and click-through rates."

Flixel has partnered with brands including Microsoft, Lexus, and A&E to create cinemagraph campaigns, and they've passed over 1 million downloads for their Cinemagraph Pro software for Mac and iOS. View a complete collection of Travel Alberta's cinemagraphs in the Travel Alberta gallery.

About Travel Alberta
Travel Alberta is the tourism marketing organization of the Government of Alberta. A team of youthfully spirited adventurers lead in marketing Alberta's authentic experiences in breathtaking landscapes around the world. For more information visit

About Critical Mass
Critical Mass ( is a global experience design agency with a relentless focus on the customer. Founded in 1996, the agency has grown to 11 full-service offices operating across North America, Europe, Latin America, South America and Asia. Its unwavering belief in delivering brilliant customer experiences produces business building results for clients. Critical Mass is a part of the DAS Group of Companies.

About Flixel
Founded in 2011, Flixel is a Toronto-based startup that offers a suite of tools to photographers, videographers, and marketers to create "Living Photos" or "cinemagraphs" - a still image with moving elements. The company's patent-pending technology allows users to create Cinemagraphs within seconds on Mac, iPhone and iPad. Flixel's vision is to become the premier platform for discovering, creating and sharing Cinemagraphs. The company has worked with brands including A&E and Netflix, and counts Tyra Banks among its investors.

SOURCE Travel Alberta

Image with caption: "Travel Alberta (CNW Group/Travel Alberta)". Image available at:

Image with caption: "Flixel (CNW Group/Travel Alberta)". Image available at:

For further information: Erin Bury, 88 Creative, Managing Director,, 416-944-2722

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