The Mine is Ours

Through Jake’s Eyes

‍For the Mine77 W24 campaign, our concept was to showcase the latest outerwear, hardgoods, and accessories through a two-chapter film built around a continuous dolly shot. The journey would move fluidly through Jake Burton Carpenter’s favorite places—Vermont, Austria, and South America. I worked hand-in-hand with Burton’s Creative Director, Lucy Prouty, to conceptualize and direct this ambitious cross-continental production.

‍

My Role‍

Co-creative director, and cinematographer.

‍

Carrying the Legacy‍

Mine77 was founded in 2018 by Jake Burton Carpenter as his personal outlet for product innovation and creative freedom. Known for collaborations with Run DMC, Tupac Shakur, Merrill, the Celtics, and others, the line embodied experimentation. After Jake’s passing in 2019, the future of the collection was uncertain. Post-Covid, his family—Timmy, George, and Donna Carpenter—chose to keep Mine77 alive as a tribute to Jake’s vision.

‍

‍

Challenging Times‍

As a cornerstone of Burton’s lineup, the collection demanded a visually bold campaign. But filming winter outerwear in the middle of summer posed a major challenge. Shooting in the southern hemisphere wasn’t feasible within budget, so we pivoted to capturing locations deeply tied to Jake’s life story.

‍

Between Vermont & Austria‍

After weeks of brainstorming the creative direction in Vermont, we moved into production. We filmed at the Carpenter home in Stowe, Craig’s Prototype Facility at Burton HQ, the Matterhorn in Stowe, and key sites around Burton Europe’s HQ in Innsbruck, Austria. Burton team riders modeled the new collection in each setting.

Using a RED Komodo on a Movi Pro gimbal, we tracked continuous dolly shots through 20+ locations. In post, our editor rotoscoped and utilized various VFX techniques to stitch the journey seamlessly into one cinematic flow.

‍

Global Launch

‍The campaign premiered on Burton’s homepage, social channels, and across 45+ flagship stores worldwide. It was celebrated internally and by Burton’s audience, carrying forward Jake’s influence years after his passing.

‍

Key Takeaways‍

This project pushed the balance between technical innovation and logistical constraints. It was a VFX-heavy, multi-location campaign that demanded precision planning, but ultimately proved how creativity and resourcefulness can carry a founder’s spirit forward.

‍

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.