For the launch of their new iPad app, Esquire has included a “motion cover” for their first issue. The cover involves a shot of Javier Bardem walking up to the camera and saying “Welcome…” and then simply cutting to the cover. With Esquire’s past in editorial innovation, we can’t help but feel a little cheated with their iPad debut.

Last year, Esquire and photographer Greg Williams experimented with Megan Fox and Rachel Weisz motion covers, but their only outlet was the internet. These covers included basic motion but they were still effectively a magazine cover and at the time, were something new and different. It seems that Esquire took the easy way out on their iPad issue, and simply added a video before bringing the cover in. Esquire has always been known for their love of innovation and embracing new technology, so if baby steps are what it takes, we hope Esquire will continue to push the limits of their app and the digital editorial medium.

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