YETI

A concept-driven advertising campaign was developed to introduce a hypothetical winter apparel line from YETI, a brand widely recognized for its industry-leading insulation technology and uncompromising durability. Inspired by the brand’s rugged identity, the campaign centers on the mythical yeti as a symbolic ambassador—an imaginative narrative device used to communicate that products designed for the creature’s extreme environment can withstand anything.

The campaign visually positions the yeti as an authority on survival in harsh alpine climates, reinforcing the reliability and resilience that define the YETI brand. Through dramatic, cinematic imagery and bold environmental storytelling, the campaign highlights the performance of the winter apparel line in the most unforgiving conditions imaginable.

A cohesive series of campaign touchpoints was developed, including print advertisements, large-scale wallscape installations, and a branded pop-up shop experience designed to immerse audiences in the mythic, high-performance world of the brand. Visual environments and imagery used throughout the campaign were generated using Midjourney AI and refined through art direction, composition, and typographic design to create a unified and impactful advertising system.