Dubai-based British filmmaker Ted Beagles collaborated with Skram founder Jacob Marks to produce Ethos. Below is an excerpt from a recent Q & A:
The video captured the "soul" of Skram - how did you achieve that?
T.B.: I can easily imagine a SKRAM piece residing in an airy Manhattan apartment, underneath a Hopper or a Rothko. There is something classic Americana, meeting vintage, rustic Americana and I think that's Jacob's vision being realized on the workbenches of SKRAM’S earthy shop floor. The craft films itself almost. My job was simply to film what is actually there - often in that moment when the sun has gone but the light has not the mood of SKRAM is in everything around you.
It’s a magic space and you can feel it.
Something of that quality ends up in the furniture. Something real and authentic that inspired the approach to the film.