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 the world of action sports, there’s an unspoken rule to not augment images. Colour correction is fine, but anything that fundamentally changes the image isn’t. We followed the rule, but bent reality to make Yeti stand out in a sea of action image sameness.

  • Strategy
  • Product Campaign
  • Advertising


When Yeti redesigned their Switch Infinity suspension platform, we realized that they had effectively “recalculated infinity”. That got us thinking, what would it look like if infinity itself were recalculated in the real world? Earth as we know it, would be different. This construct provided an entirely new canvas to image Yeti bikes in environments they had never been seen in before.

  • Video
  • Meta Suite Social Media
  • Print


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