Analog FW24

A Fresh Perspective‍

A year after relaunching Burton's iconic streetwear brand Analog, we approached the FW24 campaign with a fresh perspective. Analog was founded on the philosophy of blending authentic street snowboarding culture with fashion-forward streetwear. For this campaign, we brought Burton's pro riders back into the spotlight, capturing them in one of street snowboarding’s most iconic settings: Helsinki, Finland.

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Role & Timeline

Co-director, strategist, and cinematographer over 2 months.
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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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Rooted in Helsinki‍

We wanted to really showcase the streetwear inspired influences within AG FW24. Helsinki has been a hotspot for street snowboarding over the last 3 decades and was the perfect location to feature the new collection.
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Digital & Film

For FW24, we explored iconic street snowboarding spots across the city. The locations we’d all grown up admiring in early skate and snowboarding films. Helsinki’s brutalist architecture and urban structures became a key source of inspiration, shaping our raw, immersive approach to capturing the collection. We combined handheld high-quality Red footage, 16mm motion picture film, projection mapping, motion blur, and natural light. The perfect mix to achieve the authentic, gritty aesthetic we were aiming for.
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Campaign Assets‍

The collection film became the cornerstone of the campaign, supported by social-first edits, product-page videos, and retail-specific media across Burton’s global ecosystem.

Global Launch

The campaign debuted on Burton’s homepage, social channels, and in over 45 flagship stores worldwide. The collection sold out within the first 3 hours of launch.

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Finland?

This was my first time to Finland and Scandinavia. It was such a treat to explore the city and truly experience such a unique location. The city proved to be the perfect backdrop for AG that year, and established a great follow-up collection drop for the brand.

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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.

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