Proven Here

They Talk, We Shred.

My Role

Creative Director
Film Direction
Cinematography

Editor
Designer
Writing

Client

Yeti Cycles

Some companies say they test products, Yeti Cycles wanted to "prove" it. So, we took their bikes on trails across the world. The project resulted in a 2yr+ campaign that spawned a series of short films and interactive drops. This project laid the foundation for Yeti to expand their brand communications through films and digital experiences.

"Proven Here" — The Fringe of Whitefish

Crafting rich cinematic films formed the backbone of the project. Filming was no easy task, lugging gear under our own power to trail at first light. 

Craig Grant, Yeti Cycles, Proven Here
Craig Grant, Yeti Cycles, Proven Here
Craig Grant, Yeti Cycles, Proven Here
Craig Grant, Yeti Cycles, Proven Here
Craig Grant, Yeti Cycles, Proven Here
Craig Grant, Yeti Cycles, Proven Here

“Mountain bikers are a keen bunch and wary of fakery, so we took pride in capturing authentic experiences.”

I said that.
Craig Grant, Iceland, 2015
"Proven Here" — Iceland
"Proven Here" — The San Juans

Imagery is critical to any campaign. Switching from motion to stills, not a problem. All f/stops, all day.

Green River UT, Elliot Jackson, Craig Grant
Craig Grant, Whitefish, MT
Craig Grant, Southwest, Utah
CGrant_20120726_JacksonHoleWY_4066
Craig Grant, Joey Schusler, Colorado
Craig Grant, Whitefish, MT
Craig Grant, Whitefish, MT
Craig Grant, Iceland

The films, photos, and stories were integrated into long format interactive pages. Each quarter a new segment dropped onto the Yeti Cycles homepage.

Craig Grant, Website, Yeti Cycles, Proven Here
Craig Grant, Website, Yeti Cycles, Proven Here
Craig Grant, Website, Yeti Cycles, Proven Here
Craig Grant, Website, Yeti Cycles, Proven Here
Craig Grant, Website, Yeti Cycles, Proven Here
Craig Grant, Whitefish, MT

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