Yeti Cycles branded storytelling on their new bike platform
The original idea was simple: climb and ride as many Canadian summits as possible in one trip. But the mountains had other plans. Thick wildfire smoke rolled in, forcing us to shut down, regroup, and ultimately reframe the project.
What came out of it wasn’t just a riding trip, but a alternate story about knowing when to pivot, about choosing the right adventure instead of forcing an old idea to work.