Toronto-based Flixel Photos Inc., whose software allows content creators to easily produce cinemagraphs, has closed a $2.2 million seed round led by Extreme Venture Partners.

Cinemagraphs are still photos that include an element of video – a portion of the picture that moves -- so the viewer’s eye is drawn to the moving part of the photograph. Flixel’s apps include a patent-pending feature that allows users to easily turn short videos into eye-catching photos for the web, social media ads, offline display and broadcast television.

"Cinemagraphs have the potential to transform the creative and advertising world and we've been paying close attention to Flixel since they launched in 2011," said Extreme Venture Managing Director Sunil Sharma in a statement. "The company has captured the imagination of creatives everywhere with their suite of cinemagraph creation apps which presents huge potential for success among photographers, videographers and digital marketers." 

Related: Tyra Banks Exposes Flixel to Millions

Toronto-based Extreme led the funding round, which included investments by boutique investment bank Cranston Capital Securities. Angel investors from Australia and Canada also invested.

The company’s statement said it will use the capital to expand its suite of products, and to build on the success of brand partnerships with the Emmys, Facebook, Instagram, America's Next Top Model, and A&E.  

"Over the last two years, we've evolved our vision for cinemagraphs from a simple mobile app to a full product suite of creative tools for professionals," said Flixel CEO and Co-founder Philippe LeBlanc. "It's exciting to see the rapid adoption of Flixel among top brands and agencies and we're confident that cinemagraphs will take their place alongside video and still photography as a premium advertising medium."

The company has attracted interest from prominent celebrities, and has investors including supermodel and businesswoman Tyra Banks.

Flixel was originally based in Moncton, N.B., and in 2012 received $100,000 in funding from the New Brunswick Innovation Foundation.