Led creative direction and brand storytelling for Burton’s campaign featuring pro snowboarder Rob Roethler, highlighting authenticity, grit, and the artistry of snowboarding culture. The campaign celebrated Burton’s deep roots in the sport while elevating its creative identity through cinematic visuals and emotional storytelling. Focused on humanizing the athlete, it explored the balance between performance, personality, and passion. The end result was a visually striking campaign that reconnected the brand to its core audience through culture-led storytelling.