Ian Lauria-Post

Burton

Role
Creative Direction
Video Direction
Cinematography
Post-Production

Year
2020-2026

Index
MINE77

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.

MINE77

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

The challenge was to give the new campaign the register it deserved, with a founder and his legacy behind the story.

We built the campaign around the places Jake loved and set the product inside them.

I led creative direction and video direction for a multi-season platform, released globally across North America, South America, Europe, and APAC. Each year, I conceptualized and directed two collections across film, retail, .com, and social.

MINE77 X Merrell

MINE77 is Burton’s design-led capsule line, Jake Burton Carpenter’s personal laboratory for ideas that did not 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 family home in Stowe, Vermont, a fitting setting for a line that was always his most personal project.