What: The latest short film from outdoors accessory brand (and 2018 Fast Company Most Innovative Companies honoree) Yeti.
Who: Yeti, director Greg Kohs
Why we care: The story of Brooklyn’s Hometown BBQ owner Billy Durney has been told before, but here Yeti uses its ongoing short film series to showcase both the man and his story in a way that’s consistent with the brand’s style. It may not be its best offering to date–and that’s a pretty high bar to begin with–but as a piece of marketing, it once again illustrates just how broad Yeti’s appeal can be. Whether it’s a backcountry ski guide, a hunting dog, an Icelandic ice-fishing mom, or a Brooklyn-based pitmaster, the brand has a keen eye for interesting characters with a common thread of feel-good inspiration.