Hard to believe We Are Valo 3 seemed like yesterday, but the newest team video from the thriving Valo collective has arrived and is packing heat. Each Valo video sets a precedent for the team, and Valo 4 Life takes the expectations to new levels. Contrary to Game Theory, the hype around Valo 4 Life was a gradual build, a necessary progression of their brand, and an honest expression. It is the tour diary, the vision of Jon Julio realized, and the bright future of a company that resonates with those who don’t even ride their skates.
PRESENTATION:
When We Are Valo 3 premiered it was on the forefront of presentation following precedents set by videos like Barely Dead and Clip 3 & 4 . The trend continues in Valo 4 Life as the flow of the video unwinds in perfect visual fashion. The balance of b-roll, personal shots, motion graphics, and music is interwoven to present a clear and concise narrative. You get a taste of what it means to be a part of their team, tour together in foreign countries, speak different languages, but shred on the same level. The mix of tour montages and sections is balanced and interesting. No predicability. Only execution. Ivan proved his elite status long ago, and now he’s just peaking in top form— leaving the glorified slow motion for setting the stage—not for emphasizing drama.
TECHNICAL MERIT
Given the extreme diversity of talent presented, it’s hard to evaluate the entire video as being one type of skating. It has flashes of brilliance in both technicality and innovation of terrain. The obvious big pullers are Erik Bailey and Alex Broskow, who just continue to push the bar of excellence in both huge stunts and precision. Overall, no one will question the quality of skating and they’ll be surprised by the highlights.
ARTISTIC DIRECTION
As stated in the presentation method, the flow of video tells a distinct narrative of a team that is very unified and diverse group traveling across the world. The mix of location montages with personal profiles progresses the narrative to be both collective and individual. The editing and graphics avoid pretension, but are refined in a way that represents professionalism and elegance. Valo succeeds as a brand. The Valo Brand has never been more defined, and more accurately executed.
REDEEMING QUALITIES
Erik Bailey throws a double set 540 at the end that makes Brian Aragon’s ender in Game Theory look small, and Jon Julio mave have made the section of his career. It’s timeless. And yes all his sections before have that quality, but really how old is this guy? It’s astounding. Erick Garcia throws down the biggest cesslide on Staple Center that will get you on your feet. Alex Broskow has an insane amount of tricks in a double section. Some of it takes multiple viewings to really comprehend the level of talent he executes on all obstacles. The amount of tricks and variety in this section make us all look lazy.
PACKAGING
While professional and clean, the packaging is a bit of a step back for Valo. While featuring really great portrait shots of the entire team, it lacks an immediacy, or a call to action. It might not resonate on the level in which the video itself so strongly executes. But overall it’s not bad, it could be way worse, and has a proud place on my shelf.
OVERALL
If you had any doubts about the merits of this video just consider the amazing subject matter I left out like Soichiro, Cossimo, Victor Arias, Brandon Smith, Andrew Jacuzzi, Ross Kuhn, Keaton Newsom, and more. Valo 4 Life portrays rollerblading as a perfect balance of athleticism, comradery, artistry, and having fun. It’s not Mindgame defining, but it’s the best voice we’ve got.
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