Trail Dogs: Elevating the People Who Build America’s Trails

Client: American Trails

Capabilities: Development, Creative Strategy, Production, Storytelling

American Trails wanted to shine a light on the people who build and maintain the country’s trail systems. Their work is tough, technical and usually invisible. We saw a chance to change that.

Trail Dogs is the docuseries and content platform we developed to put trail builders at the center of the story. Instead of treating trails as scenery, the project focuses on the craft, the labor and the human stakes behind every mile of dirt cut into the landscape.

What we did

• Built the creative concept, story pillars and visual language

• Developed the show bible and pitch materials for sponsors and distribution partners

• Designed a scalable content strategy from social clips to long-form episodes

• Shifted American Trails’ media approach from education-only to story-driven

• Produced early assets to establish tone and audience expectations

Impact

Trail Dogs is becoming a flagship storytelling vehicle for American Trails. It’s helping attract new partners, broaden the organization’s reach and position trail building as a skilled trade that keeps millions of people connected to the outdoors.

Why it works

It’s the kind of grounded, human-centered storytelling we love: real people, real work and a clear sense of purpose.