Wayfinding Campaign

Being a bunch of New Englanders, we know a thing or two about hanging out in the woods.

But what we didn’t know — and what most people don’t — is how much work institutions like the Appalachian Mountain Club do to preserve, protect and expand accessibility to some of America’s wildest regions.

Our challenge from the AMC, the nation’s longest-running outdoors group, was twofold: show everything the Club does to promote enriching outdoor exploration, and educate people with information about how to explore safely and sustainably.

With a lean crew, we shot days’ worth of footage across all four seasons, interviewing AMC guides, snowmobiling and canoeing between locations, and capturing the beauty of some of the nation’s last remaining truly wild lands. It all went into more than a dozen videos and a slate of digital collateral to build a content library for AMC that was at once informative and inspirational.