Our Tribe
A diverse culture of bike freaks.
My Role
Film Direction
Cinematography
Creative Director
Photography
Editor
Client
Yeti Cycles
URL
The Yeti Tribe is a diverse group of "freaks" that share our devotion to owning and riding bikes. They come from all walks of life from around the globe and are as diverse as their riding preferences. The common thread is they love to ride. A campaign of films (5) and interactive sites documented the culture of the Tribe.
“Making the bike thing work for me has been phenomenal. It has taken me to so many places. ”
Dan Milner
Photo by Dan Milner.
These films went beyond the shred and focused on unique stories. The edits combined interviews, riding, and the moments in between to tell a comprehensive narrative about the culture of riding.
The backdrop played a crucial role in setting the tone. It helped explain how these environments shaped each person's views and connections to the world.
Photo by Dan Milner
Irreverent moments were woven into the narrative of each story. These clips added a sense of levity, reminding us we are all just kids at heart having "fun" on our bikes.
Interactive sites supported the films and highlighted the beautiful photography. The images were intertwined with quotes, gifs, and humorous vignettes allowing viewers to delve further into the story.
