ANALOG Revival

The Analog Revival

This project marked the rebirth of Burton’s infamous streetwear label, Analog. Under the leadership of Adrian Margelist (former Burton CCO), we staged a large-scale LED volume production to showcase the new outerwear collection.

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Role & Timeline

Cinematographer and colorist over the span of 2 weeks.

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Looking Back‍

Analog was a streetwear staple in the early 2000s, created by Greg Dacyshyn (former Burton CCO), the late Jeff Anderson (team rider), and Dean Blotto Gray (action sports photographer). Known for bold collaborations with designers like Errolson Hugh and Michaela Sachenbacher of ACRONYM, Analog became synonymous with boundary-pushing outerwear. But after Burton’s restructuring in 2010, the sub-brand was reduced to a basic outerwear line and slowly faded. In 2021, Burton revived Analog under Adrian Margelist (former CCO), positioning it as a luxury streetwear cornerstone and ushering in a new era.

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Balancing Edge & Legacy‍

We needed to present Analog in a bold, fashion-driven way while staying true to its early 2000s roots. At the same time, our production concept demanded a technically complex execution on a very tight timeline.

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On Set

Guided by Adrian’s creative vision, we built a movable LED volume setup broadcasting lifestyle and action sequences. I shot with a RED Gemini on a Movi Pro gimbal inside Burton’s warehouse, while our local lighting crew crafted dynamic looks for each scene.

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The Campaign Assets

The hero campaign film became the centerpiece of the Analog relaunch, supported by social-first edits, product-page videos, and PR media across Burton’s digital and retail ecosystem.

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Global Launch

‍The campaign debuted on Burton’s homepage, social channels, and in over 45 flagship stores worldwide. The collection sold out within hours of launch. The film not only fueled public excitement but also became an internal benchmark at Burton for how to approach streetwear with a fashion-forward lens.

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A New Chapter

This was the largest production I had undertaken since the Covid-19 shutdowns in 2020. It signaled the start of a new phase in my career, as I went on to film and co-direct the next three annual Analog campaigns.

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Client Background

Since its founding, Burton has played a pivotal role in growing snowboarding from a backyard hobby to a world-class sport by creating groundbreaking products, supporting a team of top snowboarders, and pushing resorts to allow snowboarding. Today, Burton designs and manufactures industry-leading products for snowboarding and the outdoors.