Nestle

A cinemagraph for the Nestlé Iran coffee launch.

One frame, one moving element: steam. Everything else holds still. The form is unforgiving — a cinemagraph has no cut to hide behind, so the loop either reads as a photograph that breathes or as a video that failed. The work is entirely in what stays frozen.

Aroma is the one property of coffee a still image cannot show. Making the steam the only thing alive in the frame is a way of photographing a smell.