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.
Archive for the 'News' Category
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.
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
Going through archival footage, I found this clip of Element veteran, Colt Cannon, that I don’t think ever saw the light of day… It was a blurry weekend, consisting of beer pong, meeting Collin Provost & Justin Schulte (for the first time), skating, filming, keg-standing, and not remembering much more than that. Nevertheless, if you listen closely, you’ll get a taste of Colt’s music library, which sets the scene for an otherwise amazing line.
On August 1st, 2009, Element will release MAKE IT COUNT – The Element Story.
MAKE IT COUNT showcases Element’s defining moments and will delve into it’s compelling story. From it’s humble beginnings, to a forward thinking global brand.
The full length film will release for free on the Element site.
