PermaGrin Films first hooked up with breakdance crew Uncomfortably Fresh in September 2014 to produce a video at their gym in San Diego, CA. director Marc Donahue and crew leader Danny Gram collaborated to create ‘Breaking Gravity,’ which quickly became a viral hit.
Following its success, Donahue, producer Roth Rind, and writer Brandon Silberstein worked together to conceptualize a music video follow up to ‘Breaking Gravity.’ UF veteran Nico Aguilar plays a young homeless man who wanders the streets of San Francisco searching for a place to dance in peace, inspiring passerbys to follow and join him.
The soundtrack to ‘Loud’ was produced exclusively by Archipelago Entertainment and performed by The Spacies and Jeremus featuring Jordan Corey. The video was filmed with CurvedRail’s GoPro Array and RED Cameras and features custom belts from C4 Belts and graffiti artist-inspired socks by Tunnel Beat.
To find out more about how PermaGrin Films took over San Francisco, watch the behind the scenes below!