What’s the same about every beer label you’ve ever seen? They’re static, still, unmoving. Thanks to Trevor Carmick, you can now look at craft labels in a whole new way. Carmick creates “Beer Labels in Motion,” which are basically hand-crafted cinemagraph GIFs made from beer labels.

Beer-related or not, the GIF is the medium of the moment. GIFs are the hippest, easiest way to communicate all kinds of things, from expressing an emotion or making a joke to reliving a sports play or critically examining any moment in time. GIFs are also art, especially in the subcategory known as cinemagraphs. Often made from movie clips, these are still images in which just specific sections loop. It’s a beautiful and sometimes uncanny effect.

What Carmick has done is combine custom animation with terrific photography and created a series of beer labels like you’ve never seen before. They move! Bigfoot tromps across the bottom of Yeti Imperial Stout by Great Divide. Dogfish Head’s famous shark slithers in and out of the oval on 60 Minute IPA. Magic Hat No. 9 looks trippier than ever.

They’re all fantastic, so click over and give the Tumblr a follow. Your eyes will thank you.