Reese Forbe, no-comply (1997) – Dan Wolfe photo
Author Archive for Kirk Dianda
Here’s a set of Harold Hunter LifeStyles wheels for Underworld Element from the early 90’s (obviously). These are saved in all their glory, including the Anti-Vibra-Ribbed Flatspoticide yellow urethane. I couldn’t think of anything worse to skate through the streets in New York with…
While working on MAKE IT COUNT, we compiled every Element ad, catalog, picture, product, and anything else imaginable under the sun. It was a huge undertaking that I can now thank Johnny (Schillereff) and his pack-rat tendencies for… He has the most ridiculous stuff saved, ever.
Looking back, most of this collection never saw the light of day, while other images had became instant classics. So it only seemed fitting to share some of what I’ve been working with. I’ll (try and) post a few images daily… Some recognizable, some unseen.
These are two ads, that in my opinion, hold true to the Element look and feel, and nearly 15 years later, these are as relevant as ever.
MAKE IT COUNT – CHAPTER 3 “FIRE”
In creating Chapter 3 of 4, “FIRE” I (Kirk Dianda) interviewed a myriad of Element riders and alumni, including Bam, Chad Muska, Chad Tim Tim, Darrell Stanton, Donny Barley, Mike V and more. Through their interviews, along with key industry insiders, Element’s defining moments of its early history is explored using historical footage and iconic imagery to tell the story.
MAKE IT COUNT COMMERCIAL – “BOARD”
This is an updated commercial from a (2007) commercial series for Element called “Start To Finish” which was directed by Craig Metzger and myself, shot by Josh Martelli, and all with the help of Professor Paul Schmitt. We shot a full day at PS Stix, and collected a huge amount of footage of a board being made. This obviously, is only a small sampling of what we shot. But nevertheless, it was a long day and super fun, full of inspiration.
The original commercial series focused on the symbiotic relationship between a skateboard’s creation and the skater in his environment. We created 6 commercials, that were all similar, but each ended with a different skater and the board that was being created.
Recently, I unearthed the footage for MAKE IT COUNT, and put together a re-edited version to song by musical genius, Loren Humphrey, with inspiration taken from Phillip Glass.
MAKE IT COUNT COMMERCIAL – “LOGO”
This commercial stars Johnny Schillereff (Element Founder & President), describing the Element tree logo, and its inception. The footage shown is from the opening title scene to MAKE IT COUNT. On November 1st, Chapter 3 “FIRE” will release, which features a longer edit, focusing on the history and message behind the logo.
The music used, is by Loren Humphrey, who has created most of the soundtrack to MAKE IT COUNT, along with a ton of other Element AV projects.
NOW PLAYING…
MAKE IT COUNT – CHAPTER 2 “WATER”
The first incarnation of Element came in the form of a small collaborative, East Coast company called Underworld Element. Most often referred to as Underworld, the company was inspired by the hip-hop movement and used a mixture of urban styles and reflected a raw and controversial vibe.
Soon after its inception, Underworld was plagued with many challenges, and the business began to collapse. Its original crew had all moved on, and Johnny was left with two choices: either turn the struggling brand around, or abandon Underworld altogether and start something entirely new.
Proudly presenting Chapter One – “Wind”
MAKE IT COUNT is a four-part documentary, which showcases Element’s defining moments and delves into its compelling story. From its humble beginnings, to a forward thinking global brand, this film covers two decades of stories and imagery.
In creating Chapter 1 of 4, “WIND” I followed Johnny Schillereff (Element founder & president) and dug into his history, interviewing the very people that have shaped his life and the company. The opening and closing sequences give you a small taste of the diverse community of people interviewed for the entire project, topics covered, and nostalgia that was un-earthed.
Each chapter of MAKE IT COUNT will be release on the 1st of each month:
WIND – August 1st, 2009
WATER – September 1st, 2009
FIRE – October 1st, 2009
EARTH – November 1st, 2009
Thanks for watching,
Kirk
Johnny and I recently went to FUEL to appear on The Daily Habit, promoting MAKE IT COUNT, which airs tonight, July 23rd, at 6pm (PST) on FUEL TV.
Element Advocate, Amber B, came along to shoot some behind-the-scenes photos, and this what she got…
July
