Our Process

Yeti is a place where people linger around and recount the carnage from the lunchtime ride. The offices are cluttered with bike magazines, new parts waiting to be tested, and tons of bikes clamped in bike stands ready for their next ride. It’s like a fraternity for bike freaks. No paddles or rituals but there is a keg-o-rater... During my time at Yeti, I worked to document this culture and give a glimpse into how their collective experience makes their bikes "Ride Driven".

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“R&D concept bikes are burned and tested here, the flexible process allows us to churn out prototypes one day and race them the next.”

Chris Conroy, YETI President "Bossman".
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Client
Yeti Cycles

My Role
Direction
Cinematography
Photography
Production


Project Type
Branding
Video/Photo

Project Type
Branding
Video/Photo

Project Type
Branding
Video/Photo

Collab
John Reynolds video

3

Prototypes Built during filming

100's

Ping pong battles at beer:30 Don't let Bossman win

5

5

Arguments a day on "Leverage Ratios" Peter & Hoog

1

"Lunch Ride" filmed took more than 1hr