Onwards

An absolutely brilliant piece of digital advertising by AKQA for Nike thats been floating around for a while:

Onwards from AKQA on Vimeo.

It's tickling my fancy partly because I love James Jarvis' work and the animation is captivating in an MC Escher/Mobius strip kinda way. But, moreover, I'm smitten because it is the one of the first ads to bring running out from either the eccentric and slightly older image of the 118 man, or from the slightly technical and 'jockier' side that typified much of the previous advertising centered on running. Instead, it makes me feel an ounce cooler about running, a feeling that is often quickly dispelled by the onset of cramp!

Another that springs to mind (interestingly another Nike idea) is LCD Soundsystem's 45:33, the soundtrack to a good few of my runs over the North Downs.

45:33: Nike+ Original Run - LCD Soundsystem

If 'Onwards' whetted your appetite, the first part of a rather good documentary about James Jarvis' running and art is here:



and a slightly older, but perhaps more insightful into Jarvis' art, video by Alex Gould is also worth a look:

James Jarvis from Ika Zcha on Vimeo.