Reliving the Past & Redesigning the Present with Animated GIFs

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As an editorial strategist and tech journalist, JD Shadel spends a lot of time thinking about how the content on the internet continues to rapidly evolve. One telling example they’ve followed closely is the evolution of GIFs. Two decades ago, the web was filled with millions of jittery, pixelated, handmade GIFs wherever you looked. And for many of us, there’s a nostalgia for the early days of the web when things felt a bit wilder and untamed.

That nostalgia for the version of the internet they grew up with is what first sparked Shadel’s interest in collecting old-school GIFs. During the first months of pandemic lockdowns in 2020, Shadel started spending a lot of their extra spare time diving deep into the Internet Archive’s GifCities collection. Shadel’s personal fascination began with phone number library under construction GIFs, a rich niche in the GifCities collection full of animated construction workers and tools. Then came seeking out GIFs of Furbies, Tamagotchi, and other cultural touchstones that the 33-year-old came of age with online. Over the next few years, downloading and organizing GIFs became a hobby for Shadel.

Recently, it came time to update Shadel’s professional website. “It’s one of those evergreen chores it’s easy to obsess over as a freelancer, when your website is your calling card for new work,” said Shadel, who found themself digging back through the hundreds of GIFs they’ve curated thanks to the Internet Archive.


Early cyberspace-themed GIFs became the theme for their new and somewhat unconventional portfolio, which features more than two dozen images sourced entirely from GifCities.