The internet's oldest argument has never really found a solution, is it pronounced GIF (with a hard 'g') or JIF? The video shows various people  arguing in a series of animated well...GIFs about the right way to say the word. 

It was created for the GIF issue of the design platform Design Fabric. The film has been written and directed by me and animated by Anupam Singh. For the video we collected old photographs from Chor Bazaar and animated them to create a GIF like effect.