Ian Lauria-Post

Burton

Role
Creative Direction
Video Direction
Cinematography
Post-Production

Year
2020-2026

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

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.

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.

Zeb Powell x Burton

Zeb Powell went from viral clips to one of snowboarding’s most distinctive voices. His style fuses skateboarding influence with raw creative energy on snow.

The challenge was that Burton’s first signature product collaboration with Zeb, the Super Ultra Blossom snowboard, needed a campaign that felt as personal as the board itself.

We built the campaign around the process. Zeb stood inside Burton’s manufacturing facility in Burlington, Vermont, and built the very first board off the line. He worked directly with the materials and watched his name come off the press. It was a product launch told as a maker’s story.

I led creative and video direction for the campaign content.

W27 & W28: Anna Gasser

Anna Gasser is one of the most decorated snowboarders in history. She is a two-time Olympic gold medalist in big air, a five-time X Games champion, a two-time world champion, and the first woman to land a cab triple underflip. At 34, she competed in 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, W27 and W28, shooting in the parks and backcountry of her home country, Austria. I captured her doing what she does best, including big jumps, massive air, and the transition from manicured park features to open-mountain terrain.

Four if by Sea

Halifax has been a beacon for street snowboarders for over two decades. It is one of the last ports before the Arctic Circle, reliably buried in snow, and full of spots that have not been filmed to death. When Burton needed a street project with the Analog crew, we headed north on the tail end of a storm cycle.

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

One World

72 days, 39 riders, one world. Burton’s One World is a full-length team film released the year after Jake Burton Carpenter’s passing, a tribute to the global community he built. It premiered on Amazon Prime Video in November 2020 and later came to YouTube in 4K.

When I joined Burton in 2020, one of my first in-house projects was the campaign for the film’s Amazon release. I developed the marketing and promotional video assets for the rollout across Burton’s global channels.

Expedition Rishiri

Burton [ak] is the brand’s pinnacle backcountry line, with over twenty years of technical outerwear and gear built for riders who go where lifts don’t. It is Burton’s most performance-driven collection and the kit the 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 unpredictable conditions that sell [ak] gear without even mentioning the product. The film was released across all global Burton channels.

We Ride Together

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

StepOn

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

The challenge was that consumers did not believe it. Social media was split, and the initial comments said a system this simple felt like a gimmick.

We proved it on snow. We took the system into the conditions people said it could not handle, including deep backcountry snow in British Columbia and slush and park jumps at resorts in Switzerland and Austria, and let the riding do the talking.

I led creative and video direction across three campaign cycles, shot on RED and iPhone. The work included broadcast spots, social-first content, UGC, how-to content, and in-store cinematic explainers. We also turned the skepticism into the strategy by inviting 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.

Futuretrust

Futuretrust is Burton’s outerwear collection designed to last longer than a season. It has six pieces in two colorways, with no trend cycle. The range takes its cues from Japanese snowboard style, with oversized fits, elastic-cuffed pants, and a silhouette Burton calls “drape,” and it is cut from 100% recycled fabric with a 20K/20K DWR treatment.

I led creative and content direction for the Futuretrust campaign atop the Stubai glacier in Austria. I developed 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 is 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. The content had no mountains, no snow, and no gear demos. It showed the team boating, building campfires, hiking coastal trails, camping, and exploring the seaside, and it earned 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 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, about 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, and living in the gear the way it is actually used between seasons. It had no product demos and no voiceover, only two athletes in paradise wearing what they would actually pack. The campaign sold travel bags by making viewers want to go somewhere.

Multipurpose

Burton’s Multipurpose collection is gear that works everywhere, including off the mountain. The softgoods, bags, outerwear, and apparel move between surfing, skating, hiking, camping, and everything in between.

I created the global campaign film and paid asset series, shot across the West Coast from the ocean to the trail, pavement, and campsite. The hero film put Burton’s designers and engineers on camera to explain the collection. Shorter cuts across surf, skate, hiking, and exploration showed the product in use. Together, they gave the campaign 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 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.

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 made each journey happen.

I directed and edited a short film celebrating the partnership, following the Burton team as they used Toyota across their travels and productions worldwide.

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. The event exists so that people who have never seen themselves on a mountain can see themselves on one.

I directed three seasons of promotional content and campaign material for Culture Shifters, all shot in Aspen. I also created assets for event partners including Red Bull, Fat Tire, Aspen Snowmass, and Aspen Limelight, building a content ecosystem around an event with as many conversations off the mountain as 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 for people who move through the mountains year-round, on and off a snowboard. The line bridges alpine performance and four-season versatility, and it is designed to hold up whether you are skinning uphill, hiking ridgelines, or riding back down.

I directed and edited the campaign, shot across Germany and Austria in environments the collection was designed for. We filmed 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.