Video editor Trevor Carmick is receiving all sorts of attention for his new side project called Beer Labels in Motion, a collection of beer labels cleverly animated in GIF format.

Carmick was inspired by a set of cinemagraphs that documented a brew session with Dogfish Head. Originally published by The New York Times in 2011, these animated GIFs set a new bar across the Internet. “It’s so hard to look at them and not lose track of time,” said Carmick in an interview with Cartoon Brew. But Carmick’s GIFs do more than cinemagraphs—they imagine unrealized movement, bringing a whole new dimension to a flat graphic.

Carmick’s process usually begins in a location familiar to many animation artists—the beer aisle—where a certain label will catch his eye. He then separates the beer label in Photoshop and fills in behind elements that move, a process he was first exposed to while working on Forgotten War: The Struggle for North America for Mountain Lake PBS.

Carmick is actually surprised no one had thought of animating beer labels before. “It seems like such an obvious thing to do,” he said. “I just thought it would be so cool if these labels came to life.”

To see more examples of Carmicks animated beer labels, visit his site.

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Chappell Ellison

CHAPPELL ELLISON is an award-winning design writer and critic based in Brooklyn, New York. In addition to contributing to various publications, she has lent her editorial skills to several visual arts-based institutions and companies, including the Museum of Modern Art, Design Observer, Etsy and the Museum of the Moving Image. Chappell regularly lectures at universities and currently teaches at the School of Visual Arts. She blogs often and tweets twice as much.