A GIF usually represents a single moment in time (often from a movie or TV show), repeating endlessly. Like this:
Or they might feature a piece of artwork (usually pretty simply drawn), animated in a basic loop:
GIFs don't tend to involve a huge amount of work. You grab a few frames of a video or create a few drawings, and you're done. They're fun and shareable, but ultimately kind of disposable.
No, INSA decided to paint and repaint an entire building several times just to create the illusion of animation.
The piece is called 'Hollywood Dooom'. It's a collaboration with Stanley Donwood, the artist responsible for most of Radiohead's album artwork
Each still image in these shots represents a lot of work: INSA had to figure out exactly what he would paint where, then cover the building's walls with paint.
For most street artists, that would be the end of the job. But for the purposes of GIF-ITI (as he calls it), INSA had to paint over portions of the original artwork, matching everything perfectly to create the illusion of movement for the resulting GIFs.
This piece is designed to promote the upcoming debut album from Radiohead lead singer Thom Yorke's new band Atoms for Peace.
INSA worked from Donwood's lino cut artwork, recreating it on the walls of the XL Records building four times in total (the record label commissioned him to create the work), and photographing each iteration as he went.
That's some serious commitment to making a cool GIF.
Check out a few other examples of his "GIF-ITI" below: