JDK’s Imagery Defines Burton

BOSTON Jager Di Paola Kemp Design is readying its fall print campaign for longtime client Burton Snowboards.

The work consists of a series of intensely visual print ads, the common theme among them being the Burton logo. One ad shows a pair of black boots against a stark white background, surrounded by a pile of $100 bills, which promotes a new binding technology.

Another execution shows a pair of snowboarders on top of a mountain. “Enjoy the ride” is the headline. “We have spent the last year, like every year before it, out riding and pushing our products to their limits: when someone here thinks of something that will make snowboarding better, we go into the lab and build it,” reads partial copy.

“The campaign is [about] the spirit of snowboarding and taking things lightly—having fun with it [as well as] promoting [snowboarding] technology,” said Lance Violette, design director at the Burlington, Vt., agency, which has handled the Burton account for more than a decade.

The campaign will debut in the November issue of Snowboarder, as well as other trade publications.

Creative credits include Malcolm Buick as design director, Steve Francisco as project manager and Christian Dabica as copywriter.