With all the “Star Wars” hype, it was only a matter of time before the new movie entered the GIF world.
Disney and Giphy launched Giphy x Star Wars today, a collaboration that has been months in the works. Giphy Cam, an app that allows users to create and share their own homemade gifs, can now give said home-cooked creations a “Star Wars” flair. The app can add the Millennium Falcon rocketing through a city’s skyline, have a First Order helmet drop onto a friend’s head and more.
Giphy COO Adam Leibsohn said the company holding out for a partnership with Disney was really a no-brainer.
“From and entertainment and animation standpoint they’re kind of the bee’s knees,” Leibsohn said. “Their execution is excellent, their brand is excellent. They are not only leaders in animation and entertainment but they are also sort of the stewards of it in a lot of ways.”
Working with Disney allowed Giphy to create their filters with the help of the “Star Wars” team. The Giphy team worked out their concepts and with the help of the broad “Star Wars” team, the filters were created.
The idea of bring the tech and entertainment industries together for a more interactive and branded experience is happening more and more. “Star Wars” has already done it earlier this year with Google, and Snapchat’s “Straight Outta” filter took over peoples Stories this summer. Leibsohn believes this is because people are becoming more visual communicators.
“It’s very very efficient to allow someone to send something visual around the world,” Leibsohn said. “People started to use imagery more and more to convey emotion, to convey feeling, to self-express and communicate.”