Yahoo

Yahoo needed something that felt distinctly theirs. Obviously, it should be a cowboy.

After a stretch of organic and sponsored content, Yahoo wanted something they could actually own.

We created their weird little guy, a CGI cowboy built to live across social and product. Across four short-form experiments, we shaped his personality, his role, and the visual world around him.

He and his tumbleweed sidekick quickly became a recognizable part of the brand.

What started as a social experiment became a scalable CGI system and a piece of brand IP Yahoo can keep building on.