Ian Lauria-Post

Burton

Role
Creative Direction
Video Direction
Cinematography
Post-Production

Year
2020-2026

Index
AG

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.

I joined Burton full-time in 2020 on the Global Brand Creative team, leading creative and content production for 12+ campaigns a year across brand campaigns, athlete films, documentaries, social series, retail, and e-commerce. My work supported $300M+ in annual sales and drove 50M+ views across Burton’s social channels.

Analog

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

The challenge was that, inside a brand defined by its snowboarding heritage, AG needed its own register built around design-centered, contemporary fashion.

We staged the collection in dystopian, architectural worlds and shifted how people perceived AG.

I led video direction and content production for each campaign across four seasons, from the FW22 relaunch through FW23, FW24, and FW25. We shot in Finland, at Burton’s HQ, in Halifax, and in an Extended Reality studio in New Hampshire. Four campaign films and a full-length action film served as the cultural anchors of a global platform.