Yeti came to us with a new bike that promised other-worldly playfulness for the way it defied gravity. Yeti recognized the classic wheelsize 27.5” had a ton to offer and designed an incredibly fun bike for riders who see the trail as a playground or a blank canvas. 

As a trendsetting brand with a strong point of view, Yeti came with a specific brand voice– a credible expert, direct and matter-of-fact, but always willing to defy convention. Though this target rider was a playful creative out on the trail, they thoroughly understood the technical aspects they needed in a bike. Therefore, the copy needed to speak to both angles. 

As ever in the mountainbike category, the launch video is a vital component for building hype. I led the post-production edit to deliver Yeti a video that took riders to an out-of-this-world playground.