The Graphic Intercharge Format, known as GIF are now part of the instruments of communication, or rather of language. Unlike texts or voice messages, GIFs are a more immediate tool, which can contain in a few frames the stratification of layers typical of meme language. Although the field of diffusion of GIFs are mainly chats, GIPHY – the largest online GIF platform – has published its first book of moving images.

Frame by Frame is a collection of 35 works by as many artists, but how is it possible to make a GIF in paper format? GIPHY for this book used lenticular printing, a technique known as early as the 1940s, which allows for moving image effects. As you flip through the pages of the book, the works come alive, giving the illusion of depth through a few frames, just like GIFs.
Since the birth of GIPHY in 2013, GIFs have become a fixed presence in our chats. In that process of hybridization between art and meme, well described by Valentina Tanni in the book “Memestetica. Il settembre eterno dell’arte” (NERO Editions), the book realized by GIPHY is a confirmation of the possibilities of contact between the two languages.
The book is available in limited edition on the website dedicated to the project, or you can browse it in digital edition.