A zoetrope is a device that produces an illusion of action from a rapid succession of static pictures. It consists of a cylinder with slits cut vertically in the sides. Beneath the slits on the inner surface of the cylinder is a band which has either individual frames from a video/film or images from a set of sequenced drawings or photographs. As the cylinder spins the user looks through the slits at the pictures on the opposite side of the cylinder's interior.

Alice Temperley was looking for a new way, using film, to exhibit their circus inspired line for fashion week. The concept came out of thinking about the earliest forms of filmmaking, which worked perfectly with the circus and vaudevillian imagery that inspired the Temperley line. It's been fun to see the concept through several mediums - there’s a physical traveling zoetrope installation, a portrait film featuring the zoetrope and animated film loops, the stills pulled from the Red Camera shoot are the ad campaign, and there’s also an interactive zoetrope online at the Temperley website.