Burton changes the industry

A few years ago Burton – and the snowboarding industry – were in trouble.
Burton wanted to change things by fixing what they felt was the biggest problem – the bindings.
In 30 years, no company had successfully made a step-in snowboard binding.

“Snowboarding – the fastest Dying sport in America.” DYING

In 30 years, no company had successfully made a step-in snowboard binding.

Unlike the alpine industry where step in bindings the industry standard, Burton and other snowboard companies had had tried and failed and failed again to come up with a workable binding for the very different logistics of softer snowboard boots.

Our process

We are experienced 3D animators with the worlds leading software MAYA, but don’t get a lot of clients who need this level of expertise.

Step 1

Early Snowboard ‘bindings’

We received a call from Burton “We need a company that can do both very high end 3D animation and import engineering data from our IBM Catia CAD system.” (We can)
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Step 2

See the Future

In the last six years they had spent millions to crack the code. To be sure their latest investment in tooling, testing and distribution would work, Burton wanted to ‘pre-sell’ the idea before they made the massive manufacturing commitment in a revolutionary, unproven idea.

Step 3

How Does It Work?

Burton wanted to ‘pre sell their product – before it ever existed.
They asked us to work with their R & D dept., to create a photorealistic working 3D animation model of their idea from their engineering data. The goal was to take it around the world to their 800 dealer network to see if they would commit to buying – before they could touch it.

Step 4

Burton Set the Standard

Today, a few years later, Burton ‘STEP-ON’ binding is the standard and helped to revive the snowboard industry worldwide