John LaCroix
With Buttery Steez, He Drops DVDs Like Hammers
By Bija Gutoff

John LaCroix on location

For those who don’t speak skateboarding, John LaCroix has the creative style to nail a fast, dangerous trick (in his case, making DVDs) and instantly gear up for the next. That’s the goal and the prize in this thrill-chasing world: keep pushing, but with the seeming ease of those who shrug off monikers like athlete and extreme sports.

Whether it’s skateboarding, surfing, snowboarding or BMX, “It’s just something you really enjoy doing with your friends,” LaCroix explains with the necessary patience of the devotee asked to define his world. “It’s not a hobby, it’s not something you do when you’re bored — it’s your life.”

Skateboarding Philosophy
A skateboarder himself, LaCroix long ago erased any distinction between board and job. “My life and my work are not separate,” he says. “I don’t get paid for skateboarding, but I look at it the same way as my work: I’m always trying to improve, do new things.”

That zest for the untried trick has rocketed LaCroix to the position of art director at Orange County-based 411 Productions, where he helps create the look, feel and sound of print, web and video projects on skateboarding, surfing, snowboarding and BMX. (Derivation of the company name: “What’s the 411?” means “What’s up?”, as in information or directory assistance.) At just 27, he works with a staff of about 40 videographers, editors, designers and artists, as well as dozens of contributing freelancers, and the nearly 100 pros featured in every issue.

“Pictures and words just aren’t enough. The primary expression of skateboarding to the real core market is through DVDs like ours.” Among 411’s five regularly published multimedia magazines and many special travel and educational editions, it’s the skateboarding videos, created with DVD Studio Pro and other tools, that score highest with the hottest segment of this exploding audience. (There are an estimated 22 million skateboarders worldwide, with the vast majority in the coveted male 14 to 21 demographic.)

Pictures & Words Aren’t Enough
“Pictures and words just aren’t enough sometimes,” says LaCroix. “Yes, there are skateboarding competitions and paper magazines and some TV coverage, but the primary expression of skateboarding to the real core market is through DVDs like ours.”

Next page: The Suits Call It “Edgy”
Pro/Video

John LaCroix
1. With Buttery Steez, He Drops DVDs Like Hammers
2. The Suits Call It “Edgy”
3. The Fastest Way To Do It Right
4. If It Can Be Done, I’m Gonna Do It


A Skateboarding Glossary
Butter: Something beautiful or stylish.
Buttery: Something you see or do that makes you feel inspired.
Steez: Style.
Buttery steez: A really good, creative, mellow style.
Hammers: Crazy, fast, dangerous tricks.
Dropping hammers: Nailing a trick in one try and setting sights on the next.
What’s the 411, give me the 411: What’s up, what’s going on.
On the next level: Pushing the envelope, making people realize they need to work harder.
Feeling: Liking what you or someone else is doing.



Useful Links
411 Productions, John is art director.
ON Video magazine, published by 411.
John’s personal website, with portfolio, sections on photos, designs, art, music, writing.
John’s martial arts clothing and gear company, designs and manufactures a line of goods and sponsors top jiu-jitsu professionals.