James Jarvis, ONWARDS
In collaboration with Nike, UK artist James Jarvis’s short animated film ONWARDS imagines a kind of magical non-linear world through which a funny little stick figure character enjoys running. I thought the evening sequence towards the end was particularly brilliant.
The film was inspired by certain personal experiences in running – a favourite 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 inititated 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.