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.
