After establishing themselves firmly in snowboarding with their Air & Style endeavours, our friends at Burn were keen to build upon their success. Naturally, they came to us. We were tasked with devising a creative way to broaden their involvement in the wider world of action sports, centring on the concept of Progression.
We decided to create a feature length documentary that would tell the story of snowboarding, from its humble beginnings right through to its present day position at the forefront of action sports culture. Working with Oscar-winning production company Grain Media, we oversaw the conception, filming and production of the documentary, which premiered at the Air & Style’s 20th anniversary event with many of its legendary cast in attendance.
Exploding onto the scene with a Red Carpet premiere, We Ride won an impressive slew of glowing reviews, taking the ISPO Gold award for best brand content. It clocked up well over 1.5 million views on YouTube and activated in over 90% of Burn markets, becoming the company’s most successful brand-owned production to date.
"Quite simply the most emotionally powerful piece of brand content I have ever been a part of"