Nike gets some INSA Protein

Uber-cool agency / shop / content specialists and mega curators Protein recently collaborated with London graff legend and heel specialist INSA on the new NIKE project IAM1. Culminating with an art show at the Nike 1948 space in Batemans Row Shoreditch.

In 7 days INSA ran the city of east London, painting 35 pieces on route of Charlie Dark's map for The IAM1 Journey Nike Sportswear project.

“It started with Charlie Dark and the Run Dem Crew and got me thinking of how I see Londonand running. And I'm not really much of a runner, but I thought maybe my artwork would travel around the city. My art would do the running for me,” smiles INSA.

Documented in its entirety by INSA’s long time collaborator and mega photographer Ethel, each of the 35 hand painted pieces were used to create an exclusive high definition stop frame animation (which we blogged at the beginning of the week) and one of the centre pieces of INSA’s major London solo show for 2009.

This IAM1 Journey animation will be deconstructed within the show, showcasing behind-the-scenes processes alongside the painted found objects that make up the individual frames.

The second half of the exhibition features an all encompassing installation which can only be described as a representation of INSA’s Holy Golden Cow of worship. The epic showpiece addresses the themes of success, aspiration, reality, self-reflection, love and commodity
usually apparent in INSA’s art…

We caught up with the camera-shy legend to get an inside scoop on the animation that is generating all the hype.


This is your second animation project… Is this the beginning of INSA the director?

“ha ha… No not INSA the director. I definitely want to do more in animation. Whenever you do a project halfway through it you thinking of the next one, or halfway through it you realize – oh I could have done this better, I could have done that better – so, I don’t know about directing or making any bigger films because I quite prefer still images to moving images personally, but I’m definitely going to do some more animation. I’ve got a couple more ideas, that when I get the time, I’m going to have a play around!

What was the reception like to your last piece of animation?

“Yeah it seemed good! I got mad youtube hits… and I guess that’s the only way I can rate it. I got a load of e-mails saying ‘I loved it!’ so people seemed to like it! So I guess it was good?”

The new one got seeded only a couple of days ago… What was the reception like to this one?

“Yeah… I checked this morning… not that I should care about these things… ha ha… and its had over twelve thousand views in around three days. Its crazy! So yeah, its exciting – it’s the magic of the internet!”

Artists like yourself, illustrators and painters are a massive influence on ad agencies, production companies and brands. Do you think that brands, agencies etc working directly with you is better than simply pinching an idea?

“Yeah… Definitely… Definitely…You have sort of answered the question for me there. There has been too many times where an artist has a good idea, or an illustrator does something and then an ad will just rip it off - just use the same idea.
So in any case where they can work directly it’s always best. It will get the best results and it will be more true to the original idea. So always working direct with the artist is best.

Are there any other directors out there that you would be keen to work with given the chance?

“Ohhh – that’s a difficult one… I’m not that up on all the new directors… but Chris Cunningham has always been a favourite of mine, I think his stuff is amazing. I can imagine doing something pretty sick with him!! It would be good!


Last question – the IAM 1 project is ultimately focussed on running… Are you big on running?

“errrrrrrr……..no…”

We were also lucky enough to persuade Protein head honcho, CEO, big kahuna and all round top bloke William Rowe to shed some light on the campaign, and give us a teaser about what to expect from IAM1 in the near future…

How did the IAM1 project come about?

Are you hoping that people will see the viral and follow the trail? Whats the story behind it?

We haven’t seen the whole project yet – what’s next in the IAM1 journey?

What is the meaning of IAM1?

You guys are really artists and idea focused, creating a situation where brands and artists feel comfortable. Do you think that this is something that you do well?



If you are interested in checking out the show (and you would be stupid not to) it will be running at 1948, Arches 477 - 478, Batemans Row, Shoreditch, London, EC2 3HH until the 26th of July.

For more info on Protein check http://proteinos.com/

For more info on INSA check http://www.insaland.com/ and www.insaland.com/blog

Thanks to both INSA and Will for the last minute interviews!