The Creative Process Behind YT's 'Return Of The Goat' Video

Dec 20, 2018
by YT Industries  
Shot by James Cheadle


2018 marked the launch of the new YT CAPRA. We’re well renowned for ‘out there’ marketing campaigns, and with the new GOAT on the horizon we felt it was time to release a video that didn’t necessarily fit the industry as we currently know it.

We like to raise the bar a bit – when developing our bikes as well as when it comes to presenting them to the world. When launching the latest CAPRA campaign, everybody knew that we had to go big. Whatever it was, it had to go off.


bigquotesWe try not to take ourselves too seriously, we live for the Good Times and create what we want to see ourselves.Andreas John, Creative Director at YT


Challenge accepted, everything begun with ideas from our CEO Markus Flossmann, and Creative Director Andreas John. A spark of inspiration turned into a ten-minute short film, with an 80 man crew and Hollywood cast. Before we knew it our crazy ideas conceived in a meeting room in Forcheim became a reality. The idea, born in Forchheim, Germany in summer 2017. From there it was developed further together with the team from SHIFT in Bath, UK with pre-production planning taking place in London, UK. The crew came from all over the US, and so it’s fair to say that the final details and production delivery really was a tri-nation effort. The majority of the filming then took place in Lone Pine, USA in early January over the course of a week, before the rushes were sent back to London where the editing took place. Then before the final film was released it went back to the USA for sound design. There were also sections of the riding content filmed in Portugal and SoCal.



Shot by James Cheadle


Shot by James Cheadle

Shot by James Cheadle


bigquotesYT both had a clear sense that to make the idea really come alive, it was going to require global film making talent, to ensure that it was genuinely filmic and true to the classic horror genre – this after all was never intended to be just another bike commercial. So, they contacted acclaimed commercials director Mark Jenkinson, from Rogue Films, who instantly fell in love with the script.James Dando, Account Manager at SHIFT


Shot by James Cheadle
Director Mark Jenkinson, the Goatman and Director Of Photography Khalid Mohtaseb


Return Of The Goat, which plays on the Capra’s name – meaning goat in Latin. The short film was shot across three days and nights on location in and around Lone Pine, California – a historic and well-used location for Hollywood films since 1919. A perfect setting to tell the story of a mysterious Goatman kidnapping mountain bikers with the aim of re-educating them around the shortcomings of their bike choice.


bigquotesWhen we launch a product we like to deviate from the usual stuff. We tried to tell the story about our product in a different way... and we really liked the idea of promoting a mountain bike with a ten-minute horror flick, we hope you did too!Andreas John, Creative Director at YT


Shot by James Cheadle

Shot by James Cheadle

Shot by James Cheadle


Shot by James Cheadle


After a few stressful months of planning and creative development, the number of people involved in the production and post-production was around 80.

Shot by James Cheadle

Shot by James Cheadle

Shot by James Cheadle


Shot by James Cheadle



bigquotesThe half man half goat symbolic spooked in our head for some time now. We like the metaphor of this goat/human entity who stands for probably our most successful product.Andreas John, Creative Director at YT


The mask was made by an extremely talented lady in Germany, but there were some post-production effects added – such as the blinking eyes.


Shot by James Cheadle

Shot by James Cheadle

Shot by James Cheadle

Take a look below at some of our favourite behind the scenes shots from this project:

Shot by James Cheadle


Shot by James Cheadle

Shot by James Cheadle

Shot by James Cheadle


Shot by James Cheadle


Shot by James Cheadle

Shot by James Cheadle

Shot by James Cheadle


bigquotesWe don’t think this can be compared to anything the cycling industry has seen before, instead this is more akin to the production you may see in an automotive commercial or a feature film. That’s not to downplay the effort that goes into some really great bike production, it’s just that this was, well...different.James Dando, Account Manager at SHIFT



With 2019 just a glimpse away, are you ready for what’s coming next?

bigquotesOf course we are working on different projects for 2019 – can't say anything too specific but its gonna be fun.Andreas John, Creative Director at YT

Photos: James Cheadle


MENTIONS: @YTIndustries




122 Comments

  • + 103
 How about return of the inventory?
  • + 9
 That's coming out 2020
  • - 24
flag RollinFoSho (Dec 20, 2018 at 10:48) (Below Threshold)
 So glad there are so many other brands to choose from. Shameful to call your company Young Talent then put out this kind of garbage Baphomet style horror marketing. Not what i want my kids to associate with! Also, don’t let your subconscious get programmed by all the strange images flashing at you every time you go to their website.
  • + 8
 @RollinFoSho: told you not to smoke that stuff!
  • + 8
 @RollinFoSho: it's a personal thing cause I want kids to associate with Baphomet
  • + 14
 @RollinFoSho: you sound like a lame ass dad
  • + 3
 They probably blew the inventory budget on this multi- million dollar Hollywood style edit.
  • + 5
 @RollinFoSho: easy big fella.
  • + 3
 @RollinFoSho:

Only Death is Real, my friend.
  • + 2
 Really glad this is the first comment.
  • + 2
 hahahaha
  • + 19
 It would be great to see a commercial of the behind the scenes making of of the creative process behind the behind the scenes commercial.
  • + 16
 Wazzap with all this Satan worship around Xmas?
No wonder the Gwinner is leaving the Goatman’s team
  • + 7
 It has nothing to do with satan worship. Capra in Latin = GOAT!
  • + 44
 @Ynotgorilla You mis-spelled 'Santa'.
  • + 4
 Hail Satin
  • + 9
 Onion headline submission: "Dairy Goat Sad She Always Being Associated With Devil Worship"
  • + 4
 it is Mindwinters Eve after-all, so why not, Happy Midwinter everyone.
  • + 1
 @SeaHag: don't know why people are downarrowing you... you are correct, sir. Capra is the genus of mammal. thanks for making me learn.
  • + 1
 @SeaHag: don't know why people are downarrowing you... you are correct, sir. Capra is the genus of mammal. thanks for making me learn.
  • + 6
 @SeaHag: I wonder how people could have missed that. Well before the first Capra was released, YT was building the hype with ads of Andrieu eating grass and carrots (at least in Dirt magazine) and announcing the goat is coming. And well before that, the media has been comparing bikes with goats and obviously the GOAT is a true title in mountainbiking (currently held by Minnaar, probably). Of course someone should make a mountainbike called goat. And make an add loosely related to whatever is being associated to goats. Nothing wrong with that.

As for Xmas, sorry I don't care about any of that. And it shouldn't by any means dictate what's being published on a bike website, should it? If you're looking for christmas friendly material, I'm sure you'll find enough of that even if you don't look for it.

Haven't watched the actual video because I'm not into horror stuff. And maybe that's what some should learn too. If you know you're not going to like it, just don't watch. Easy.
  • + 2
 @SeaHag: just like the legendary #chupacapra - “goat sucker”
  • + 4
 Jesus Saves! ...but Satan Spends!
  • + 1
 Look East to your Finnish border - there is no Santa Claus. It is Joulupukki aka Christmas Goat.

Do we have to keep reminding you boys on the West Coast???
  • + 2
 @gnarterrorist: Santa Claus is a bit of an invention. Back in the days you had Saint Nicolas who gave presents and candy to kids early in December. Unfortunately the Christian church didn't quite like all the fun and festivities and reckoned there could only be celebrations hence gifts around Christmas and they banned Saint Nicolas. I think Germany and France went with that (and got their Santa Claus) but at least Belgium and The Netherlands weren't having any of it and the whole thing went underground until eventually the ban was lifted. There are probably other variations in different places. Either way, you got Santa Claus as a result of the Christian church trying to control everything. But he wasn't the original.
  • + 16
 Iliterally can’t wait for the creative process of this article
  • + 12
 Clearly a talented team, but an incredible waste of time and money. Feels like a college kids final project for his cinematography class. Should have used that effort and money to restock your fleet of sold out bikes.
  • + 4
 I am indifferent to the theme of the film but the cinematography is great. The Director of Photography Khalid Mohtaseb is one of the top young DPs out there for a good reason. Check him out on Vimeo.
  • + 2
 @NYShred You've obviously not seen many senior thesis projects from film school students....Khalid is a top dog in the cinematography game right now.
  • + 12
 Why all this fascination for violence and horror? Goat video sucks big time. Disgusting indeed. Does not encurage me buy an YT bike for sure. Please take all that effort and make your bikes better instead.
  • - 7
flag ferenooo (Dec 20, 2018 at 1:35) (Below Threshold)
 Yea that
  • + 76
 You must be fun at parties
  • + 9
 @OrjanX Me too man, can´t relate to it at all. I see it´s meant to be different and "funny" - for me just in a wrong way.
  • + 4
 funny, thats about my thoughts (minus not buying bikes) everytime i accidently stumble into a swedish crime story on tv.
  • - 21
flag Riwajc (Dec 20, 2018 at 4:22) (Below Threshold)
 @Sladey: what an original witty comment! Did you think of that one yourself?! It's a classic im gonna use it next time.
  • + 5
 Humanity can never be satisfied!
You get ridicoulus priced bike you whine....
You get reasonably priced carbon bikes you whine...
Wtf?
  • - 9
flag mensch-mueller (Dec 20, 2018 at 8:35) (Below Threshold)
 I'm also deeply disgusted by YT (Canyon also has a pretty pointless film about the new Sender - Draw the Line), it seems to be all about creating a cool product, from cool designers who could just as well design cars if they were hired for it, so you can race downhill as fast as you can and display all the cool tattoos on the side (see previous YT product shots). When you've earned enough money, you buy the biggest (most expensive) sports car (@markus_flossmann = Porsche with big rear wing), but the same is true for the Canyon parking lot...
For me mountain biking was always the possibility to get into nature and to enjoy this (and of course also means of transportation). In the meantime, it seems to be more about dominating nature, although some of my brain switches off as soon as I go downhill, too, but all these monstrous downhill slopes are brutal expressions of male power fantasies.
I probably go too far here, sorry for my fundamental discussion, but I hardly see any more female mountain bikers...
Waiting for the down votes.
  • + 1
 @Sladey: LOL!!!
  • + 2
 The last thing I am experiencing and associating with while shredding on my bike. YT is a great product, middle east sex toy with a bat propagating dark intent as a good marketing tool? Down the wrong path you are riding with so much potential creativity. Lost and empty souls....
  • + 1
 @mensch-mueller: Jesus Christ man take a chill pill
  • + 3
 very strange company, very strange marketing. Lucifarian nutjobs?
  • + 1
 @mensch-mueller: Thank you for the real unpopular opinion. All these kids nowadays think they have unpopular opinions with their satanic male dominated violence shit, but they ain't seen satanic violence in the name of bringing the fall of the male gender. I agree on almost all fronts, except I don't think monstrous downhills are "brutal expressions of male power fantasies." I think some like to use monstrous downhills to fuel their male dominance, but I think these downhills can be used to empower whoever rides them for whatever purpose they please, and the few non-patriarchs out there riding them exemplify this. Now tell me to take a chill pill while YT gets to show us all the violence they want, and show us who the real misfits are with your downvotes
  • + 2
 @mensch-mueller: I really enjoy a bit of satanic shit, and I listen to black metal, I just don't like it when it seems to be in favor of people I don't like. I don't like YT after this: www.pinkbike.com/video/481963. I dislike anyone who endorses a filmmaker who tells people in the comments section to "relax before i come to your house and f*ck your girl on your couch"
  • + 10
 Why post this now? building hype for a new bike?

New Jeffsy in 3... 2...
  • + 19
 Because the Creative Director is preparing a 2018 marketing report and was shocked to see how much of his budget this cost and thought he better get some more mileage out of it before Dec. 31.
  • + 7
 this Video would have been better if there was 10 minutes of awesome shredding on a YT and less “goat”....like 10 minutes less goat... that would be a video to see!
  • + 5
 I find it hypocritical that christians are so offended by some satanic symbology in a bike ad that's obviously meant to be tongue-in-cheek. I wonder how many who are outraged by this ad, are fine with t-Rump f#¢€ing a porn star, for example. I thought the ad was well done, but why didn't it end with the riders shredding their new Capras with the Goatman? Back to the topic of bikes, I was lucky enough to get an AL Jeffsey for $400 off a couple months back, and this bike is an insanely good deal. The only components I've replaced so far are the grips, saddle, and the SRAM guides for some Shimano XTs. Next bike will be a Raw AL CAPRA!
  • + 4
 haters..lol. I like the humor of it if u guys got it but they do need to go back and build more bikes..Frown I can't be live that, this company only build a small amount of bikes a year. They know how much demand there bikes are.
  • + 8
 Homoerotic Goats?
  • + 3
 Stop silly videos and do not raise prices for bikes that are already spending a bit to sell online only. As long as they continue like this, it will happen to them like a canyon that is almost not worth buying. Keeping Gwin, Lacon, Zink, etc, etc. costs too much ...
  • + 4
 I wonder how Gwin, being a vocally religious individual, feels about the obvious dark undertones of the YT marketing of this new Capra. Personally, I dig it. But I always seem to have that question pop up in my head.
  • + 2
 I think it makes Gwin looks like a right-on dude who gets it, despite having a strong faith in the Christian ideology. I got my first YT in 2015 not too long before they hired him. I was kind of surprised and was wondering how that was going to work. Well a couple of DH overalls later, I think it worked out well. It's nice to remember that there are lots of Christians that don't have to be ultra-conservative. By the same token, I may worship the elder forest but that doesn't mean I'm going to burn your chvrch.
  • + 2
 Ah wow the negative comments. you may have missed the symbolism of it ... or you may just be old and crappy who knows .. I loved it, the way you feel like your being held hostage when the new bike you are dying for comes out .... ya. My girlfriend wants to buy a goat now, I had to tell her she already had one. So now she wants a Tues!
  • + 1
 totally agree man.. now a day that people get offended so easily,(pu##Y)lol. this is the real world, I'm god son but I'm not complaining about this. It just giving some bulls to ride my bike hard enough.lol
  • + 2
 Former rock legend turned mountain biker David St. Hubbins stares vacuously at his device’s screen trying to process what he’s just seen.... then asks
“The question is, how much cheesier can it get? None. None more cheesy.”
  • + 2
 Wow that was cool. Nicely done.

For me a close second to the rocky 'usual suspects' ad from a few years ago.

Actually has me thinking about capra which I think is the point?
  • + 3
 If this is the best enduro bike ever. Who is winning EWS or other global recognized races and championships. And I like the bike.
  • + 27
 Bikes don't win races, riders do. I'm sure Mr Hill could have won on a Capra or any other bike for that matter.
  • + 5
 I'm too scared to buy YT now!
  • + 10
 Dont worry, they don't ever have any bikes in stock anyway
  • + 1
 @NYShred: Well in Europe maybe easier
  • + 2
 Stellar production & creepy enough to scare the PB groms. Just uncover your eyes & watch the ending. I'd trade Goat man for Santa today if he's gonna bring me a new Capra. Happy who-lidays ya grinches!
  • + 3
 I haven’t watched it, it confused me from the title, I just thought... what is Minnaar doing on a yt? He’s the only goat in biking worth mentioning surely?!
  • + 1
 But weird but cool I suppose.

Would have been better to spend the budget on Customer Service people/training IMO.

Love my 2015 Capra but kinda glad it’s out of warrenty now! Maybe it’s got better these days but was awful in 2015/16
  • + 1
 Oh come on. Roll on 2 minutes and it is like, roll the fn thing out all ready and let us know the STA and if it can carry a normal water bottle.

Then it says at the end - "Now Available" - yeah right for at least a few minutes until their 100 units are sold out on the interwebs.

Come get my Trek Goatie Boy Razz
  • + 2
 Love my new Tues CF. I always try to avoid marketing hype when making major purchases so I couldn’t care less about this video.
  • + 4
 Spoiler alert - there´s no riding
  • + 4
 Looks like a SLAYER video. \m/
  • + 0
 I can appreciate the effort and talent involved but have to say, this edit (movie?) was an eye-roll for me. Videos of new bikes in amazing places on remote trails is “different” enough for me in my day-to-day. Maybe I’m just not a fan of the genre. Now if you do something in space with ALIENS and the Capra...
  • + 3
 I hope YT's new 2019 project is transfering all Gwin videos to Super 8 film.
  • + 0
 Quiete something to read about this video without any reference to The Devil Rides Out movie, where all of the crucial imagery is based on. The movie is wicked English seventies horror, be sure to check out the original if have a liking.
Having said that; as much as I love that movie, and as much as I admire Aron Gwin, I thought this YT promo video to be an appalling stupid piece of violence.
  • + 3
 I wish they would do an edit about how annoying it is when any of your mates who rides a YT asks for a sip of your drink...
  • + 3
 makes me want to buy YT and re-educate the world. While wearing a goat head.
  • + 0
 It was a lame theme, excessively violent. Perhaps more energy should have been put into improvements in product availability and customer service? Not the best use of capital. If the bike is so good, it should not have to rely on such sentational promotion. Cool company and a good product but this video was not cool. There is enough real horrors in the real world.
  • + 9
 MTBers kidnapped and forced to watch Aaron Gwin videos qualifies as "excessively violent"? You must be delighted that Disney is starting it's own Netflix-style service.
  • + 5
 yep I agree it was really scary and super violent and when I saw scary goatman I cried and had to call my mommy but she got mad because it was past my bedtime at 7:30
  • - 1
 F*** you are such a whiny B****
  • - 1
 omgfacts.com/this-town-has-been-plagued-by-a-killer-goat-man-for-half-a-century

BTW, I never think about spooky tales or commercial videos that try to establish a cult around a bike when riding my Capra. But some bikes are dentist bikes, some are plain stupid (Canyon) and some are cool...I think my Capra is cool, but a Sentinel or a sb150 would be ok too.
  • + 1
 AHAHAH man there are so many pussies commenting on the hate for this video. "RollinFoSho", you sound like a helicopter parent for sure.
  • + 1
 do the yt bikes still weigh more on kilogram?
if you see S-size capra weight 13.6kg then add 1.2 (or 1.4)kg to weight for Large..
  • + 4
 Stupid edit!
  • + 0
 mountain biking makes me feel like a kid again, this is the exact opposite vibe. women crying while tied up? gross. really uninspiring and doesn't make me feel like buying their bikes. marketing fail.
  • + 1
 Hmmmmm................... interesting way to spend money. Hope they can see some ROI from this one, had to cost a pretty penny.
  • + 4
 Goatcheezy
  • + 3
 I was waiting for the dude to take his GOAT head off and see Gwin! Hahaha
  • + 3
 Now if they would just put more emphasis in production rates...
  • + 1
 SUPER SICK video!!! Great job!! ......Ratboy would be a killer addition to the YT crew. Gwinn and Neko can revive the Yeti DH program while I'm on a roll........
  • + 2
 well that's one way to sell a bike
  • + 3
 Xmas spirit!!***
  • + 1
 I think I just wasted some precious time to watch this. Could fit in 2 minutes...
  • + 1
 Trying to hard to be cool. Focus on bike building and get a riders in the top ten in EWS
  • + 3
 Dumb.
  • + 3
 haha! love it!
  • + 1
 There's clearly gold in goat shit...
  • + 2
 Satanic sellout company
  • + 2
 off tempo!
  • + 1
 Sorry Mom said I can't hang out with the mob
  • + 1
 I was hoping for the goat to rip the trails...
  • + 1
 Will you have any stuff is available projects for 2019?
  • + 1
 I've had some really good times in Lone Pine CA.
  • + 1
 12 minutes of my life I'll never get back. Just make bikes, guys.
  • + 1
 Fugly
  • + 0
 Can I be the healthy fat guy goatman in the next video please?
  • + 1
 I like this
  • + 1
 y'all play too much
  • + 1
 stercore
  • + 0
 Awesome video for an awesome bike.
  • + 1
 V CREATIVE
  • - 2
 woopwoopwoopwoopwoopWOOP! I love your v creative abbreviations! LOLOLOLOLOlolololo
  • + 1
 E-Goat. That is all
  • + 2
 I’m sure YT is working on an Ebike
  • - 2
 Fan. That was sick.
  • - 2
 Sweet!
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