British illustrator and designer vinyl pioneer, James Jarvis, has teamed up with Nike for a whimsical non-linear animation. The project was proposed and produced by Jarvis with the end result being, he hopes, “a much more equal collaboration with a brand.” Although the idea was to explore characters that were not referential, Onward, explores the subject of running free, and is inspired by Jarvis’ own experiences: “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.”

Notably, while Jarvis’ vinyl toys have been getting fatter (ie. Martin X and Yod), Onward features a slimmed down Lance Armstrong yellow “potato-headed stickman.” Jarvis, who is an avid runner, but suffered a stress fracture setback, said that making the video gave him perspective and “re-affirmed the simple pleasure of just running. Being injured, what I miss isn’t the racing but just getting out there and doing it.” The video is directed by Richard Kenworthy with music from Caribou.