Hacking and Backpacking

The Challenge

Google has mapped 98% of the world — but wilderness enthusiasts don't live on paved roads. Building on an ongoing digital partnership with YETI since 2020, Code and Theory launched Map the Gaps: a campaign that took the "street" out of Google Street View by locating and integrating some of the world's last uncharted trails, and tying the whole thing to the launch of YETI's Hopper M20.

The results were hard to ignore — 300% increase in Hopper sales, 75 miles of newly charted trails added to Google Street View, and 78M impressions across Forbes, Ad Age, and beyond. My role was to capture that story through video. Documenting the strategy and craft behind the campaign, recognized with a Webby Award, 3x Gold at The Drum Awards, and honors at The One Show and ADC.

My Role

• —Produced and directed videos documenting the YETI website redesign
• —Captured the strategy, design process, and final execution on film
• —Collaborated closely with the YETI and Code and Theory teams
• —Delivered content that contributed to award recognition from Fast Company, Webby, and Shorty