Overview

A global campaign series for Mine77, Burton's signature collection, conceived by founder Jake Burton Carpenter as his personal design project. Limited-edition apparel and gear built around the materials, technology, and details he cared about most. Since Jake's passing in 2019, the line has continued as one of Burton's most quietly meaningful expressions: a label carried forward by his family that lives at the intersection of technical craft, design considered, and personal legacy. The campaign translated the collection across film, balancing on-figure motion with material study and atmospheric detail. Each piece was approached as a designed object — the fabrics, the construction, the small decisions that make Mine77 distinct from the broader Burton catalog. The result was a series of films that treated the line with the register it deserves: less product, more artifact.