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.
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 2 of 4, "WATER" Kirk Dianda (director) interviewed Johnny Schillereff (Element founder & president), Andy Howell (New Deal co-founder & Underworld founder), and a small cast of influential characters. Through their interviews, Underworld's inception and demise is explained, along with a historical look into a unique era within skateboarding.