YETI

For this conceptual campaign, I set out to capture YETI’s core spirit: rugged durability, passion for the outdoors, and premium design built for escape. Targeting Austin professionals who seek respite in the Hill Country, I worked with the Built for the Wild Slogan. The creative concept contrasted the chaos of Austin’s downtown skyline with serene outdoor scenes at golden hour, featuring YETI Trailhead chairs, Rambler drinkware, Boomer Dog Bowl and coolers anchoring moments of escape. Deliverables included a hero billboard mockup, catalog spreads, social ads, event graphics, and a packaging concept for a limited-edition colorway.

Through moodboards, sketches, and refined design execution, I applied YETI’s disciplined visual language — clean layouts, bold type, high-contrast imagery — to build a cohesive system. The result was a campaign that not only aligned with YETI’s identity but also invited audiences to experience the brand as a gateway to adventure.