This project began as a way to give Element boards a unique positioning in the marketplace. To do this we proposed giving the center of every board red ply sheets, this tied into red thread used on Element Apparel and hangtags, providing a literal red thread to tie the two sides of the brand together. The second reason for this campaign was to showcase the next-level production that went into Element boards vs competitors and blank brands. At the time the skate market was in a price war and we wanted to remove the Element brand from this, positioning the boards as a premium product and thus less affected by ongoing price drops.

The creative execution strategy was to showcase each step in the process of building an Element board and pairing each step with a team rider that matched that step in some way. Nyah was the youngest so he was paired with the base ply and glue phase, Mike V was paired with the presses because of his intense personality, Bam with the cutting phase because of his raw and destructive persona, Brent with the sanding and shaping phase because of his smooth style and finally Tosh with the clear coating and finishing phase because of his roots in surf and his flow style on and off the board.