Last month Burn treated us to a very tantalising teaser – the snowboard equivalent of sideboob if you will – for their Black Snow project. Today, they dropped this edit, and revealed to the world what the whole thing was all about. It seems they got three of their top European riders (who they refer to slightly darkly as ‘Burn Units’) and took them to a Dutch snowdome over the summer for a shoot. But this was no ordinary shoot. Not only had they managed to persuade Gigi Ruf to ride indoors alongside park slayer Ulrik Badertscher and jib-king Gulli Gudmundsson, they’d had a company called Lighting Analysts construct a whole bunch of special features – including illuminated neon rails and some kind of epic-looking epilepsy-inducing strobe contraption. They then turned the lights out and got the dudes to do their thang in shiny white suits, with results that are undoubtedly spectacular.
We have to say we’re not sure about Gigi’s ever-so-slightly-camp voiceover (when did he become so willing to spout that kind of corporate PR guff about ‘passion’ and ‘energy’ verbatim?) but the music, created specially by Volcom’s favourite DJ Baron is banging, and the riding, filming and editing are predictably cool.
Interestingly Red Bull tried a similar thing in Milton Keynes a few years back (even using the talents of Richard Prendigast, filmer and editor of this particular project) but their energy drink rivals have done a much better job with the set up on this one. Anyway, we have no doubt that this will probably go viral in exactly the way Burn intended – after all, it worked for Will Hughes in this video right?