The “Jake” spot audience was core snowboard culture—the individualists, the enthusiasts. The creative concept was to present a fringe portrayal of Jake, the “original snowboarder,” as a follow-up to the exposure snowboarding received in the winter Olympics and its sadly mainstream made-for-TV presentation to the world. The strategy was to communicate Burton’s loyalty to the riders, and not the hype. A raw, honest, truthful documentary was the vehicle—all shot on 16mm in Switzerland and bathed in iodine.

A kino “film” spot for European theaters, “Silence” was created to capture the purity of riding. The concept was to communicate the feeling of freedom and escape that riders experience—to portray the harmony between the power of the mountains and the silent trust Burton product delivers. It was designed to run during the early season in movie theaters. “Silence” contrasted the booming rude voice of competing movie previews, allowing the audience to feel like they were riding.