Adapting street art in the digital age with INSA

By Emma Regolini

February 14th , 2020

Bristol born artist INSA has a rich history of creative projects before hitting the sweet spot with his iconic Gif-iti style of work, which he is best known for today. Before focusing on his labour-intensive animated murals, INSA has designed signature collections with Kangol and Kid Robot as well as private commissions for clients including Nike and Sony.

Today, INSA’s work is accessible around the world thanks to the internet. Upon reflecting about how his work is consumed online, including reduced pixels and low quality image resolutions, INSA decided to convert his murals into gif animations, best enjoyed online.

The process behind his hypnotising motion graphics involves re-working, re-painting and re-photographing layers of a mural and then converting them into a looped animation. The layers build colours, shapes, geometrics and dimension compositions, which allows a full story to unfold when the final animation is completed.

INSA’s murals align perfectly with the tumblr, tik-tok and instagram generations of the current digital age.

While his work is carried out in the physical world, his art can only be enjoyed through digital means. Through his augmented-reality ‘Gif-iti-‘ app, INSA makes it accessible to “experience the work firsthand through different viewing platforms.” Unlike other detailed and large scale murals that are best viewed IRL, INSA flips the coin, allowing anyone around the world to enjoy his work at any time.

What could be considered, one of his most impressive pieces to date is his collaboration with Ballantine on a satellite scale floor mural covering 57,515 square metres. With a team of 20 and a satellite 431 miles above the earth, INSA wanted to create the world’s largest GIF. Inspired by his trademark ‘Looking For Love’ design, the team worked to get the floor piece completed over four days in Rio de Janeiro in 2015.