The Project

There’s something about people who love YETI: they’re irrationally committed. It’s an unshakeable mindset: they do the hard thing, because they wouldn’t have it any other way. For YETI Ambassador Alex Megos, that’s climbing. A truly world-class climber, he moves up rock walls like you and I traverse a sidewalk.

In this brand film, we step into his world and share the pursuit, exploring climbing in Frankenjura, Bavaria. Take a moment and feel what it’s like to be Far From Grounded.

The Results

The brand film increased purchase consideration in key markets by double digits.