Ian Lauria-Post

Burton

Role
Campaign Strategy
Creative Direction
Video Direction
Cinematography
Post-Production

Year
2020-2026

Index
We Ride Together
AG
Zeb Powell
Anna Gasser
Four if by Sea
One World
StepOn
MINE77
Futuretrust
Spring Summer
The Stuff of Paradise
Multipurpose
MINE77 x Merrell
Expedition Rishiri
Burton x Toyota
Culture Shifters
Active Elements

People, Planet, Sport.

Burton is the world's leading winter sports brand, founded by Jake Burton Carpenter in 1977 and still family-owned, guided by a commitment to people, planet, and sport. For nearly fifty years, Burton has defined the culture, equipment, and visual language of winter sports.

In 2020, I was invited to join the brand full-time to help revamp and revitalize their approach to video and content production across all marketing initiatives. Over the course of 6+ years, I led campaign strategy, creative direction, and production for a myriad of brand campaigns, sport films, documentaries, social content series, visual retail experiences, internal productions, IRL activations, and ecommerce initiatives.

We Ride Together

2020 marked one of the most disruptive years for the Burton brand, its employees, and its customers. On the tailwind of lockdown, Burton wanted to refocus on the primary messaging behind the brand’s mission: We Ride Together. A message of inclusivity and togetherness that told the story of their mission pillars: People, Planet, and Sport. The We Ride Together film was the primary brand campaign spot in 2021, launched across all global and regional marketing channels.

Analog

AG is Burton's premium ready-to-wear line, born in the '90s. RTW built for the city and the mountain with equal weight.

Inside a brand defined by snowboarding heritage, AG needed its own register: more design-centered, contemporary fashion than core winter outerwear.

The answer was to stage the collection in dystopian, architectural worlds and reposition how AG was perceived within the brand. I led creative, strategy, and video direction for each campaign across 4 seasons; from Finland, Burton’s HQ, and Halifax to an Extended Reality studio in New Hampshire.

A global platform stewarded from the FW22 relaunch through FW23, FW24, and FW25, across four campaign films and a full-length action film as the cultural anchors.

Zeb Powell x Burton

Zeb Powell went from viral clips to one of the most distinctive voices in snowboarding — a rider whose style fuses skateboarding influence with raw creative energy on snow. When Burton partnered with Zeb on his first signature product collaboration, the Super Ultra Blossom snowboard, the campaign needed to feel as personal as the board itself.

I led creative and video direction for the campaign content, built around Zeb inside Burton's manufacturing facility in Burlington, Vermont — designing and building the very first board off the line. The concept put the process at the center rather than the finished product: Zeb in the factory, hands on the materials, watching his name come off the press. A product launch framed as a maker's story.

Anna Gasser

Anna Gasser is one of the most decorated snowboarders in history — two-time Olympic gold medalist in big air, five-time X Games champion, two-time world champion, and the first woman to land a cab triple underflip. A former gymnast from Millstatt, Austria, who didn't touch a snowboard until she was 18, Gasser has spent the last decade redefining what's possible in women's freestyle snowboarding. At 34, she competed at her fourth and final Olympics at Milano Cortina 2026 as the last rider still competing from the Sochi 2014 field.

I directed campaign content with Anna across two consecutive Burton winter seasons — Winter 26 and Winter 27 — shooting in the parks and backcountry of her home country of Austria. The work captured her doing what she does best: big jumps, massive air, the transition from manicured park features to open-mountain terrain. Two seasons with the same athlete gave the campaigns a continuity that single-shoot projects rarely have — you see the same rider in the same mountains, but the riding and the confidence keep evolving.

Four if by Sea

Halifax has been a beacon for street snowboarders for over two decades — one of the last ports before the Arctic Circle, reliably buried in snow, and full of spots that haven't been filmed to death. When the Burton Analog crew needed a street project, they swung north on the tail end of a storm cycle with ten days and no guarantee of what they'd come back with.

I directed, produced, and shot the six-minute short film on 16mm film and RED featuring Luke Winkelmann, Niels Schack, Grace Warner, and Rob Roethler — four riders grinding from 7:30 a.m. every morning, shoveling spots, stacking clips, and closing the film with Roethler's now-infamous wall ride at a Navy base. The film premiered globally across Burton's channels in 2024 and was covered by Snowboarder Magazine.

One World

72 days, 39 riders, one world. Burton's One World is a full-length team film released in the year following Jake Burton Carpenter's passing — a tribute to the global community he built and the fundamental values of the sport he helped create. Featuring Danny Davis, Anna Gasser, Mark McMorris, Red Gerard, Kimmy Fasani, and over thirty more of Burton's global team, the film spans backcountry, park, and street riding across multiple continents. It premiered on Amazon Prime Video in November 2020 and was later released on YouTube in 4K.

Upon joining Burton in 2020, one of my first in-house projects was creating the campaign surrounding the film's Amazon release; developing the marketing and promotional assets for rollout across Burton's global channels.

Expedition Rishiri

Burton [ak] is the brand's pinnacle backcountry line — over twenty years of technical outerwear and gear built for riders who go where lifts don't. It's Burton's most performance-driven collection and the kit their team reaches for when conditions get serious.

I directed and edited Expedition Rishiri, a 12-minute film following John Buffery and company on a three-day splitboard mission up Mt. Rishiri — an extinct volcano on a remote island off the northern tip of Hokkaido, Japan. The goal was simple: summit and ride down. The reality was howling wind, zero visibility, and the kind of unpredictable conditions that exist specifically to sell [ak] gear without having to say a word about it. The film was released across all global Burton channels.

StepOn

Step On is Burton's boot-to-binding platform — three connection points that lock a rider in without a single strap. Launched to replace the ratchet-and-buckle system that had defined snowboarding for decades, it was the biggest hardware shift at Burton since Jake invented the sport.

The challenge: consumers didn't believe it. Social media was split — a system this simple felt like a gimmick, and the initial comments said so.

The answer was to prove it, not claim it. Take the system into the conditions people said it couldn't handle — deep backcountry snow in British Columbia, slush and park jumps at resorts in Switzerland and Austria — and let the riding do the talking.

Creative and video direction across three campaign cycles, shot on RED and iPhone: broadcast spots, social-first content, UGC, how-to content, and in-store cinematic explainers. The campaign also turned the skepticism into the strategy. We invited doubters to demo the system for free at resort events in every market.

By 2025/26, Step On had overtaken Burton's traditional boot and binding line in sales.

MINE77

MINE77 is the line Burton’s late Founder Jake Burton Carpenter built for himself, focused on the advanced materials, tech, and details he cared about most. Since his passing in 2019, it's been carried forward as Burton's most personal expression.

The challenge: treat the new campaign with the register it deserves — not just a seasonal product drop, but a story with a founder and his legacy behind it.

The answer was to make the places Jake loved the subject of the campaign, not only the product.

Creative direction and video direction for a multi-season platform, released globally across North America, South America, Europe, and APAC.

Two collections a year, conceptualized and directed across film, retail, .com, and social.

Futuretrust

Futuretrust is Burton's answer to a question the snowboard industry hadn't bothered asking: what if outerwear wasn't designed to be replaced every season? Six pieces, two colorways, no trend cycle. The range takes its cues from Japanese snowboard style — oversized fits, elastic-cuffed pants, a silhouette Burton calls "drape" — cut from 100% recycled fabric with a 20K/20K DWR treatment. Technical enough to ride in, minimal enough to outlast whatever comes next. In an industry built on seasonal rotation, Futuretrust is Burton's quiet argument for buying less and wearing it longer.

I led creative and content direction for the Futuretrust campaign atop the Stubai glacier in Austria, developing the visual language for a collection that needed to feel fundamentally different from the rest of Burton's lineup — closer to a design object than a gear launch. The work spanned campaign films, digital content, and assets across paid, organic, retail, and e-commerce channels.

Spring Summer

Burton has always been more than a snowboard company — it's a culture brand built around the lives people lead between seasons. The Spring/Summer collections extend that identity beyond the mountain, into the travel, exploration, and outdoor rituals that define Burton's community year-round.

I produced the Spring/Summer 2019 campaign content featuring the Burton team in Nova Scotia — off the beaten path along the coastline of Halifax. No mountains, no snow, no gear demos. Just the team boating, building campfires, hiking coastal trails, camping, and exploring the seaside. The kind of campaign that earns its place by showing who these people are when the lifts stop running.

The Stuff of Paradise

Kelly Clark and Kimmy Fasani are two of the most influential women in snowboarding's history. Clark is a four-time Olympian with 137 podiums and the first woman to land a 1080 in competition. Fasani is a big-mountain rider, filmmaker, and advocate whose career has pushed the boundaries of women's backcountry snowboarding for over a decade. Together, they represent two sides of what it means to build a life around the mountains.

I created The Stuff of Paradise, a short film following Kelly and Kimmy in Hawaii — as far from snow as Burton can get. The film featured the latest Burton softgoods and bags as the two explored the island, hiking, swimming, living in the gear the way it's actually used between seasons. No product demos, no voiceover, just two athletes in paradise wearing the stuff they'd actually pack. A campaign that sold travel bags by making you want to go somewhere.

Multipurpose

Burton's Multipurpose collection was built on a simple premise: gear that works everywhere, not just on the mountain. Softgoods, bags, outerwear, and apparel designed to move between surfing, skating, hiking, camping, and everything in between. Technical enough to perform, versatile enough to not look like you just came off a chairlift.

I created the global campaign film and paid asset series, which were shot across the West Coast from the ocean to the trail, pavement, and campsite. The hero film took a different approach from a typical lifestyle campaign: Burton's product development team walked through the technical details of the collection and the inspiration behind it, putting the designers and engineers in front of the camera alongside the athletes and outdoors. The rest of the campaign built outward from there. Shorter cuts across surf, skate, hiking, and exploration that showed the product in use without anyone explaining it. The combination gave the campaign two registers: the why from the people who made it, and the proof from the people who wore it.

MINE77 X Merrell

MINE77 is Burton's design-led capsule line. Jake Burton Carpenter's personal laboratory for ideas that don't fit inside the mainline. The collaboration with Merrell 1TRL brought the Hydro Moc AT NEO GORE-TEX into the snowboard world for the first time.

I directed the campaign video at the Carpenter’s home in Stowe, Vermont — a fitting setting for a line that was always his most personal project.

Burton X Toyota

Toyota and Burton's global partnership put the brand's crew behind the wheel. Wherever Burton riders traveled to film, Toyota vehicles were part of the journey.

I directed a short film celebrating the partnership, following the Burton team using Toyota across their travels and productions worldwide. A brand partnership piece built to feel like a riding film that happens to have a truck in it, not the other way around.

Culture Shifters

Culture Shifters started with a simple idea: take A$AP Ferg and his crew snowboarding with the Burton team and see what happens. What happened was a movement. Founded by Zeb Powell and Selema Masekela, Culture Shifters grew into an annual gathering of musicians, designers, artists, nonprofit leaders, and community organizers — all riding together in Aspen, Colorado, to build a radically inclusive snowboarding community. Seeing is believing, and the event exists to make sure people who've never seen themselves on a mountain can see themselves on a mountain.

I directed three seasons of promotional content and campaign material for Culture Shifters, all shot in Aspen. The work went beyond Burton — I created assets for event partners including Red Bull, Fat Tire, Aspen Snowmass, and Aspen Limelight, building a content ecosystem around an event that was as much about the conversations happening off the mountain as the riding on it. The project earned a Bronze Honor at the Shorty Impact Awards in 2024.

Active Elements

Active Elements is Burton's technical outerwear collection built for people who move through the mountains year-round — not just on a snowboard. The line bridges the gap between alpine performance and four-season versatility, designed to hold up whether you're skinning uphill, hiking ridgelines, or riding back down.

I directed the campaign across Germany and Austria, shooting the collection in the environments it was engineered for. Hiking through the Alps and splitboarding above the treeline. The work positioned Active Elements as outerwear for people who treat the mountains as a daily reality, not a weekend destination.