YETI Presents Derrick Begay, Navajo Cowboy

Growing up on the Navajo reservation in rural Arizona, Derrick Begay dreamt of making it as a professional rodeo star. Today, he’s living his dream.

Begay has made it to the Professional Rodeo Cowboys Association national finals six times, and his PRCA Career Earnings equal $1,204,435.

Unassuming in person, bold in the ring, Begay knows the ropes of rodeo competition. As the short documentary reveals, Begay’s passion and talent was forged by family love. Cultural tradition filled the gaps of opportunity.

Learn more about this quiet hero in the new Yeti Presents film, “Navajo Son.”

https://vimeo.com/316163582

YETI brings a light touch to its entertainment products, which is a welcome relief from the gratuitous use of product and logo placements seen in lesser productions. Nervous CMOs look for ROI. YETI is playing the long game.

Austin-based YETI wants increased products sales like every manufacturer, but YETI also wants to own the premium space in the outdoorsman’s mind. To do that a consumer brand needs a lot more than price promotions and the advertising of old. Winning brands now captivate audiences with serial storytelling, which stimulates the imaginations of people who pay with their attention first, and their wallets second.

Production Company: Rabbit Foot Studios Creative Director: Jeff Bednarz Producer: Sam Chortek Post Production: Lucky Post Editor: Sai Selvarajan Assistant Editor: Alex Heisterkamp Executive Producer: Jessica Berry Color: Neil Anderson Audio Engineer: Scottie Richardson Finish Artist: John Valle Digital Art & Animation: Seth Olson Composer: Jesse Woods

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