When YETI first started selling coolers for serious outdoorspeople, every order came with a limited YETI ball cap. And when you saw someone wearing those four letters, you knew that they knew that you knew they were serious about what they love. As the brand has expanded, so too have the communities that use their products.
With their new brand platform, FOUR Letters, launching today (5/8), YETI, in collaboration with W+K Portland, is tapping into the spirit of its early days while also showing how the brand has grown far beyond the outdoors into sports, culinary, surf, skate, and countless other pursuits. Through it all, the meaning hasn’t gotten more complicated. If anything, it’s gotten simpler.
Because those who FISH don’t need a reason beyond FISH. Those who BALL don’t explain BALL. The same goes for RACE, COOK, RIDE, HUNT, and whatever else you’re all in on.
By replacing the YETI logo with rotating four-letter words, the new platform turns the YETI logo into a badge, flexible enough to represent anyone with a relentless drive to chase what they love.
The campaign features four films made entirely with found footage and primarily sourced from YETI’s robust ambassador community. This anthem film takes viewers through the world of YETI, one four-letter word at a time. It’s a ride of emotion driven by something simple. Almost primal. Four-letter words that keep you guessing at every turn.
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Credits
Client YETI Agency W+K Portland Neal Arthur, CEO; Karl Lieberman, global chief creative officer; Andy Lindblade, chief strategy officer; Pierre Jouffray, Derek Szynal, executive creative directors; Alex Maleski, Brad Trost, copywriters/art directors; Orlee Tatarka, head of production; Robert Saxon, group executive producer; Byron T. Oshiro, lead sr. producer; Christina Kim, head of creative operations; Lauren Walker, creative operations director; Andrea Moulas, creative operations manager; Anthony Holton, Christian Clay, brand strategy directors; Alicia Kuna, head of design/ops + production; Katie McHugh, Karen Koch, design directors; Amy Kirby, design producer; Macy Eiesland, designer; James Yu, copy editor; Adam Sirkin, motion lead; Neil Hilken, sr. motion designer; Wen Tsai, motion designer. Editorial Cartel Dan Sherwen, Grayson Chaney, editors; Autumn Martin, assistant editor; Lauren Bleiweiss, managing director; Viet-An Nguyen, exec producer; Cassandra Guardado, sr. post producer. VFX Pariah Nhat Tran, creative director; Olga Midlenko, art director; Sam Kolber, Flame lead; Urs Furrer, Steven Wolff, Ruben Llusia, Kai Campbell, Flame artists; Eben McCue, Ed Pritz, Jim McDaniels, animators; Minh Ly, VFX producer; Persis Reynolds, head of production; Michael Steinmann, exec producer; Mark Tobin, managing director. Color Grade Trafik Daniel de Vue, colorist; Ali Soofi, Phillip Dysant, color assist; Geoff Linville, color producer; Angela Zappella, color head of production. Music Marvin Miller, artist/writer. Song: Das Lehrerzimmer/Weiße Blusen. Audio Company Field Day Sound Noah Woodburn, audio mixer; Morgan Johnson, sound designer; Leslie Carthy, exec producer.
Airwallex unveils its first global brand platform, “Build the Future,” created in collaboration with Uncommon Creative Studio. The campaign looks to position Airwallex as the business banking partner for companies shaping what comes next.
At the heart of the launch is this brand anthem film titled “SPARKS” — a statement of intent designed to cut through the conventions of the category. The film explores the moment of ingenuity: the spark behind every new business, breakthrough idea, or bold reinvention.
An ode to ingenuity, “SPARKS” celebrates the irrational, relentless spirit that sees opportunity everywhere--the same dynamic that fuels both Airwallex and its customers.
Shot in striking black and white, “SPARKS” opens with the jolt of an alarm clock before unfolding a sequence of human innovations--from the zip to jazz music, the seatbelt to the defibrillator, each presented in its pure functional form. As the film progresses, these inventions begin to take on deeper emotional meaning: a typewriter becomes freedom, a baseball game becomes entertainment, and a spacesuit becomes progress. The film culminates in the line: “They all started with a person. They all started with a spark. Make those ideas happen.”
Visually, the film is crafted using a rotating rig technique, creating a seamless, kinetic sequence that continuously reveals each scene, mirroring the momentum of ideas in motion.
Directed by Sam Walker through Creators Inc, the film was shot in-camera with bespoke lighting set ups for each scene, created on location in the desert. The cinematography of each vignette reflected the different eras of the ideas and inventions. The continuous whip pan camera technique was created with DP Chayse Irvin... Read More
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