ANALOG FW25
Building a World
2025 marked four years since the revival of Burton’s iconic streetwear sub-brand, Analog. For the FW25 campaign, we wanted to expand on the momentum of our last two campaigns by introducing fresh inspiration for the newest drop. Our concept placed Burton’s rising team riders in a striking, digital dystopian environment to spotlight the collection.
Role & Timeline
Co-creative director, video director, and editor over 4 months.
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.
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.
Inventing the Future
For FW25, we transformed the digital dystopian idea into a concrete production plan. Drawing inspiration from The Mandalorian’s virtual production breakthroughs with LED volume walls and robotic cameras, I researched workflows and found a nearby solution at Studio Lab in New Hampshire. Together with their team, we built a 360° dystopian world in Unreal Engine and crafted a detailed shooting plan.
In just one day, we captured the campaign film with Burton riders on Studio Lab’s LED volume, using the Kira cinema robot to deliver precise, programmable shots that elevated the collection.
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 rapidly, and the campaign distinguished itself as a rare fusion of snow culture and fashion.
Key Takeaways
This project was a deep dive into tech-driven storytelling. From mastering pre-production for virtual shoots to navigating robotic cameras and LED volume lighting, the campaign offered endless opportunities to expand technical and creative expertise.
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.
