Yes Theory

Yes Theory, a Canadian digital media brand and YouTube channel, was founded by Thomas Brag, Ammar Kandil, Matt Dahlia, and Derin Emre. Originally known as Generation Y Not, the group quickly gained national prominence in November 2015 with a message of inclusivity, a response to terror attacks in Beirut and Paris. The brand's mantra, "Seek Discomfort," is a testament to their unique approach to experiencing life and forms the crux of their content creation strategy. Their work, which includes challenging societal norms and embracing discomfort, has been recognized by national and international media outlets.

Yes Theory's body of work comprises a variety of public stunts, challenges, and documentaries. In September 2018, they successfully persuaded actor Will Smith to bungee jump from a helicopter over the Grand Canyon. A month later, they orchestrated a viral stunt involving a look-alike of pop star Justin Bieber eating a burrito sideways. In the realm of documentary filmmaking, they released "Frozen Alive" in February 2019, spotlighting endurance athlete Wim Hof, and "Project Iceman" in December 2022, which follows Anders Hofman's attempt at the first Ironman Triathlon in Antarctica.

Their consistent and unique content has earned them multiple accolades. Yes Theory won the First Person category at the 11th Streamy Awards in 2021, and the Editing category at the 13th Streamy Awards in 2023. They were also nominated in the First Person category at the 12th Streamy Awards in 2022.