Element Brand X Bad Brains

As one of my first projects at Element, I took the creative helm in directing the video for the Element x Bad Brains collaboration, a landmark partnership celebrating the legendary punk band’s influence on music and skateboarding culture.

With the lifestyle photo shoot already completed, I focused on crafting a dynamic video that captured the raw energy and Positive Mental Attitude (PMA) ethos of Bad Brains, seamlessly blending it with Element’s commitment to authenticity in skateboarding. Working closely with Bad Brains founding member Darryl Jenifer, I ensured the video incorporated iconic band artwork, including the “Brainstorm” graphic and historic photography from their 1979 Washington D.C. concert by Lucian Perkins, to create a visceral connection to their legacy.

Directed by Dave Hoang, the video showcased the collection’s apparel, skateboards, and accessories, highlighted by Nyjah Huston’s Bad Brains-inspired board. My creative direction brought together punk’s rebellious spirit and skateboarding’s freeform energy, resulting in a visually compelling piece that amplified the collaboration’s cultural impact and resonated deeply with both communities.