Burton is the largest and most well known Snowboard company in the world. With a team of riders that reads like the who's who of snowboarding. Burton came to Stunt Double and asked if we would help them create buzz around a new brand of protective gear they were launching. Burton's Intention was to enhance their leadership role, maximize sales within their existing distribution channel while expanding their distribution beyond the snowboard season as well as target a completely new end user.
The direction needed to be branded in a manner that would not only build awareness of the new product direction, drive traffic to the new brands microsite, but overcome the stigma of wearing a helmet by this bravado driven demographic. The object of the campaign would convey the brands product focus on protection while embracing the dedication to individual self-expression and performance embodied by TEAM RED.
Stunt Double visually communicated RED.'s brand strategy and message by portraying each rider's individuality, and skills through the symbolic use of an ARTIST'S CANVAS. The concept focused on R.E.D.’s dedication to individual self-expression and performance, as embodied by TEAM R.E.D
Stunt Double portrayed each rider as an artist of their craft creating the image in which they express themselves. This is carried further by the surroundings in which they are shown through surreal composite photograph. Each rider is placed in an environment developed to fit their personality beyond snowsports. This combination has created a unique and artistict interpretation of the individual R.E.D. team members since no two riders are the same.
In this campaign direction, self-expression and performance are shown as a metaphor comparing a PAINTER’S CANVAS to the team members ride – creating a dual expression: Through this surreal comparison between two unlike canvases, we glean a unique VISUAL STATEMENT that fuses the individuals SELF-EXPRESSION and PERFORMANCE.
Shaun White for R.E.D.
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