2022 YETI M30 Soft Cooler Release

Tasked with shooting photos for YETI's latest re-release of the M30 Soft Cooler, we embarked on a journey that encapsulated the essence of ranching life and functionality of the product.

The project kicked off with capturing the spirit of adventure and durability that defines YETI products. Through carefully composed shots, we aimed to showcase the M30 Soft Cooler in its natural habitat—surrounded by the vast landscapes of ranching country. From golden sunsets to dust-kicked trails, each image tells a story of rugged reliability and outdoor resilience.

Our role wasn't just about capturing images; we were integral in bringing the new version of the M30 Soft Cooler to life. Working closely with YETI's product guidelines, we ensured that every photo highlighted the cooler's features and functionality. Whether it was showcasing its ample storage capacity or demonstrating its ice-retaining prowess, our photos were a visual celebration of YETI's commitment to quality.

What set this project apart was its focus on ranching. Each photo was carefully curated to resonate with the ranching community—a community deeply connected to the land and in need of reliable gear. From the back of a pickup truck to the dusty porch of a ranch house, our photos captured the rugged yet authentic lifestyle of ranchers, demonstrating how the M30 Soft Cooler seamlessly fits into their daily routines.

The release of the new M30 Soft Cooler was met with enthusiasm from both the ranching community and outdoor enthusiasts alike. Our photos played a pivotal role in the marketing campaign, drawing attention to the cooler's versatility and durability. The YETI homepage came alive with images that spoke volumes about the product's reliability in the most demanding environments.