CINEMAGRAPHS FOR FORD F-150.

Behind the Scenes of the Ford F-150 Cinemagraph Campaign

When you combine meticulous planning with creativity and cutting-edge visual techniques, the results can be extraordinary. This was the case when Mauricio Candela joined forces with the Ford team and agency GTB to create a series of captivating cinemagraphs featuring the iconic Ford F-150.

Shot on location in Los Angeles, the project involved working in sync with a major television commercial production. Over the course of four intense days, Mauricio and his team captured a rich library of assets that would become the foundation for eye-catching motion-driven content—designed to engage audiences and elevate Ford’s visual storytelling.

What Is a Cinemagraph?

A cinemagraph is a still photograph in which a minor and repeated movement occurs, forming a seamless loop. Unlike video, which captures full-motion footage, cinemagraphs focus on subtle motion within an otherwise static frame. The result is hypnotic and compelling—perfect for advertising and digital platforms where attention spans are short, and impact must be immediate.

For automotive brands like Ford, cinemagraphs offer a unique way to highlight both product strength and lifestyle connection without overwhelming the viewer. They blend elegance and power in a looped visual format that’s ideal for social media, digital ads, and brand storytelling.

Planning the Shoot Around a TV Commercial

Synchronizing Schedules and Creative Visions

One of the biggest challenges in this project was integrating the cinemagraph production with the larger-scale television commercial shoot already in place. This meant working around a set filled with lights, crew, talent, and tight schedules.

But with careful planning, Mauricio was able to map out the exact shots and moments needed. His pre-production involved detailed shot lists, location scouting, and coordination with both the film crew and Ford's creative team.

"When there’s a plan, the results can be amazing." – Mauricio Candela

The Four-Day Workflow

• Days 1–3: Mauricio embedded with the commercial team, carefully capturing background footage and visual assets that would later be used to compose the cinemagraph loops. By working alongside the commercial crew, he had access to high-end lighting setups, props, and dynamic backdrops.

• Day 4: Dedicated entirely to stills and talent, this day allowed for more creative control. Mauricio directed shots with precision, ensuring that each frame was optimized for looping movement, lighting consistency, and storytelling impact.

The Art of Composing Cinemagraphs

Visual Storytelling in Motion

Unlike standard video or photography, cinemagraphs require a hybrid approach. You need the visual eye of a photographer, the timing of a cinematographer, and the storytelling instincts of a director. Mauricio used all three.

His focus for the Ford F-150 campaign was to convey power, performance, and presence—all within a few seconds of motion. Subtle details like:

• A flag fluttering in the background

• A driver’s hand gripping the wheel

• A dust cloud trailing off the back tires —were animated just enough to hold attention without distraction.

  
  

Tools and Post-Production Techniques

To produce the cinemagraphs, Mauricio used a combination of:

• High-resolution stills from professional DSLR cameras

• Motion clips captured on set

• Software such as Adobe After Effects and Flixel Cinemagraph Pro for masking, looping, and color grading

By layering video over a still frame and masking the area of movement, he created the illusion of living photographs—perfect for Ford’s rugged but refined brand image.

Working with a Global Brand Like Ford

Why Automotive Brands Embrace Cinemagraphs

Automotive advertising has evolved beyond glossy magazine spreads and fast-paced commercials. Today’s audiences demand visual content that stops the scroll while still conveying key product features. Cinemagraphs check every box:

• Perfect for mobile viewing

• Lightweight for fast loading

• Intriguing and modern

• Ideal for product-focused storytelling

In this campaign, Ford used the cinemagraphs to promote the F-150's bold design, on-road dominance, and built-tough engineering—all in compact, looping animations that were easily adapted for use across:

• Instagram ads

• Facebook carousels

• Digital OOH (Out-of-home media)

• Web banners

Why Planning Is Everything in Hybrid Shoots

When working on hybrid content—projects that mix stills, motion, and commercial film—it’s easy for creative vision to get diluted. But as Mauricio notes, planning in advance is what makes or breaks a campaign.

Knowing that he would have only limited time with the vehicle and talent, Mauricio crafted a production schedule that allowed for flexibility, but left nothing to chance. Every shot had a purpose. Every frame served a function in the final cinemagraph.

This level of preparation allowed the team to be nimble, creative, and highly efficient once cameras rolled.

Final Thoughts — A New Era in Visual Advertising

Mauricio Candela’s work on the Ford F-150 cinemagraph campaign is a prime example of how innovation, planning, and artistic direction converge in modern advertising. These moving images didn’t just show a truck—they told a story of strength, reliability, and American grit, all while engaging digital audiences through a cutting-edge format.

As content formats continue to evolve, hybrid productions like this one—where photography meets motion—are becoming essential tools in every brand’s visual arsenal.

About Mauricio Candela

Mauricio Candela is a Miami-based celebrity and lifestyle photographer known for his powerful visual storytelling and award-winning campaigns. With a background in advertising and a passion for motion photography, Candela brings bold ideas to life through both still and moving images. His work spans lifestyle, automotive, portrait, urban, and digital content, with clients like Ford, Sprite, KOAJ, Pepsi, Barry University, and more.

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