things well done | nike + james jarvis ::
Friday, April 24th, 2009:: being involved with the world of marketing, I’m in a position to see brands make mistakes and miss opportunities all too often – and to be honest, it’s depressing (maybe I just care too much). Although, every once in a while, a brand takes you by surprise and does something brilliant; something so compelling and well done you are actually left feeling inspired (perhaps even inspired enough to buy its product). Today was one of those occasions.
The below video animation, titled Onwards, explores the simple pleasure of running free with a character making his way through a fanciful world of changing landscapes, challenges, and experiences. It’s is a superb collaboration between the talented British illustrator James Jarvis and Nike. The video is co-directed and animated by Richard Kenworthy with music from Caribou. I can’t imagine it being done any better. After watching it I genuinely wanted to go running in a pair of Nike running shoes. Who wouldn’t?
Jarvis’ take on the collaboration:
I had become interested in the idea of characters that were less referential and more iconic and abstract. I particularly wanted to do something with a potato-headed stick-man that I had been drawing at that time.
The film was inspired by certain personal experiences in running – a favorite run over Blanchland moor in Northumberland, being attacked by a crow in Singapore – and also by the transcendent, almost psychedelic experience of the simple act of running.
Rather than a marketing project initiated by Nike, the film was something proposed and produced by myself, and as such I hope represents a much more equal collaboration with a brand.
I very much look forward to when we consistently see this kind of brand / artist co-creation in China. To Nike’s credit, they have already staring doing this in China (some examples: 1, 2, 3). Local artists are talented and eager, and the market is ripe with opportunities for brands to engage with and sponsor Chinese creative communities. Enjoy the video. Bravo, well done. // AjS [via Wooster Collective and Josh Spear]
