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You usually start with a few seconds of video footage. You then create a mask that reveals the motion only in certain parts of the image, with the rest being still. The motion is then looped so that it will continue endlessly. Although it’s possible to do the masking and looping in Photoshop, I prefer to use a dedicated application, called Flixel Cinemagraph Pro, that speeds up the whole process significantly. But you don’t necessarily have to start with regular video. You can also use time lapse footage, or, as in case of my wave cinemagraphs, animated stills. In those cases the process usually becomes a lot more involved, and you might need additional software. In my case, for example, I used After Effects for the animation.