Yeti Cycles

The ask

Launch Yeti’s new line of bikes and redesigned suspension platform.

Built justifiable hype by reconfiguring space, time and bicycles.


In action sports marketing, there’s an unspoken rule to never augment the actual depiction of action. You can futz with color correction and design, but anything that fundamentally changes the depiction? No way. So how did we help Yeti stand out in the sea of resulting sameness that this rule can often create? We opted to bend reality itself.

  • Strategy
  • Product Campaign
  • Advertising


When Yeti redesigned their Switch Infinity suspension platform, we realized they had effectively “recalculated infinity.”This insight inspired us to wonder what the world might look like if infinity itself were recalculated. Leading to a construct providing an entirely new canvas in which to image Yeti bikes, using environments never-before seen. Let alone imagined.

  • Video
  • Meta Suite Social Media
  • Print


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