A Toronto company called Flixel is innovating in the world of pictures. 

In the digital age, where so much multimedia advancement is possible, Flixel has garnered awards with its Cinematograph Pro software, and snagged investments from celebrities like Tyra Banks.

Offering “magical tools for visual storytelling,” Flixel is making waves in the Liberty Village community where it's headquartered -- and elsewhere around the world.

“We had a vision early on that we remain very focused on,” Flixel CMO Robert Lendvai told Toronto Business Daily. “For Flixel to succeed, we needed to become the company that evangelized the new medium of cinemagraphs. It was our job to show the skeptics that cinemagraphs are the next great visual medium and something that'll we use and create every day ― just like photos and video. That strategy has worked, and we are now synonymous with the medium and its success.”

The cinemagraph, or “living picture,” sets a dynamic, moving element against a static, traditional background or opposite element. In some ways, this new form of visual hearkens back to the days when digital images were science fiction fodder, and literary figures created tales of moving pictures made with flickering lights. In other ways, the cinemagraph is decidedly modern – moving components are the products of specific types of coding.

By marketing cinemagraph software and related innovations, Flixel has become known well beyond Canada’s borders.

Describing the company’s rise, Lendvai talked about the value of being based in the thriving city of Toronto.

“Toronto is a vibrant city with a fast-growing startup community,” Lendvai said. “Plus, being a Canadian startup company simply opens more doors internationally these days.”

As for the company’s vision and focus, Lendvai said customer service is a primary value.

“We're very community- and customer-focused,” Lendvai said. “We spend a lot of time celebrating and sharing the work of our community. Our users are now found in every corner of the world. We connect with them and take a deep interest in what they're creating with our software tools. If they're successful, we know that Flixel will be successful.”

In the future, Lendvai said, Flixel will work on proving the effectiveness of its cinemagraphs in advertising.

“Early studies are showing that cinemagraphs are the most effective visual medium for digital ads,” Lendvai said. “We think that's really key for the company and we're doing lots of very interesting case studies with Facebook and other ad platforms.”