Ride Driven

A digital platform for Yeti Cycles.

My Role

Creative Director
Film Director
Cinematography
Photography
Studio Photography

Client

Yeti Cycles

URL

Yeti Cycles is a legendary cycling company with a heritage of building bikes that are "Ride Driven". But how do you convey that ride experience online? You build a digital platform that demonstrates its trail capabilities. No bullshit. Speak plainly and inform.

Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website

Slo-mo imagery provided content cues for each section. Intuitively keying users to what lies within.

Craig Grant, Yeti Cycles, Bikes, Website
Bikes_Technology_Cover
Craig Grant, Yeti Cycles, Bikes, Website
Bikes_OurProcess_Contents

Cinematic product vids were created to mix the beauty of riding with the real-time trail speed.

Craig Grant, Bellingham, Washington
Craig Grant, Bellingham, Washington
Craig Grant, Jubal Davis, Lenawee, Colorado
Revelstoke, Yeti Cycles

Animated terrain graphs provided the rider with an intended use indicator of each model's trail capabilities.

Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
2019_SB150_Lenawee_Screencap
Craig Grant, Yeti Cycles, Terrain Graphs
2019_SB100_Bellingham_Screencap
Craig Grant, Yeti Cycles, Terrain Graphs
2019_SB150_Revelstoke_Screencap
Craig Grant, Craig Grant, Yeti Cycles, Terrain Graphs

Each section contained multiple chapters with technical and on-trail videos, allowing users to take a deep dive.

Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology

Product photography was lovingly taken, stripping away the unnecessary to highlight the design.

Product photography was lovingly taken, stripping away the unnecessary to highlight the design.

Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles

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