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
Mike V is considerably one of the most important people within skateboarding, as he has ushered in decades of change, including fashion, innovation, and business.
Here Mike explains how his generation interpreted early magazine photos into what we know now as “street skating” along with a photo collection by Element Advocate, Amber B .
I caught up with Stevie Williams to discuss all things Element, including the short-lived Underworld Element, meeting Johnny Schillereff & Andy Howell, LOVE Park’s early days, and skateboarding today. In doing so, Stevie explained how he first got on Element at a mere 12-years old.
Here’s Stevie’s debut video part in the 1994 video; Fine Artists, along with an introductory interview clip…
Last year, I went to the East Coast with Johnny Schillereff (Element founder) to shoot interviews and imagery for MAKE IT COUNT. We started off in New York City, made our way through Albany, and then up to New Hampshire.
1. First we met up with Nick Hartman, one of Johnny’s childhood friends… In the late 80’s & early 90’s Nick owned a skate-shop in Albany; Concrete Beach, which sponsored Johnny and a myriad of other locals. His interview was full of insight into the small world of East Coast skateboarding at that time.
2. The next day my (still) camera died, and this was the last photo I shot on it.
3. In New Hampshire, I interviewed Johnny’s dad (and others). When it was all said and done, the correlation between Johnny’s up-bringing and the vibe of Element, was all too apparent.
4. Johnny’s dad has a collection of SPAM wine glasses, and I tested each and every one of them.
6. Dear Schillereff family, thank you for your hospitality (and wine).
