Brands have continued to invest in video storytelling as a way to reach audiences with messages of authenticity, stewardship and cultural relevancy. This collaboration between Yeti and Vice Sports is another strong example.

Yeti has really gone full steam with sponsored videos as a way to elevate their brand and align it with their audiences values. Being a premium brand, their product quality goes hand-in-hand with their brand perception. They want people to know they’re as good of a company as their products.

But along with that, specifically with this video, it is providing voice to a story not typically approached and a voice to a community that isn’t typically given a voice in an environment such as this. It lifts up a person who has worked hard for what he’s earned.

It’s a fantastic piece of documentary style filmmaking. I love the cinematic, beautiful western shots that visually embed a deep sense of place that goes beyond just what you’re seeing (I love this shot). The cinematography and editing are just as outstanding.

As a Sacramento and Northern California videographer and filmmaker, this is the type of work that inspires me. The story. The visuals. The results.