To mark 100 years of the Appalachian Trail, we created a brand video for the Appalachian Trail Conservancy (ATC) to drive awareness and attract new members.

Anchored by the rallying cry Keep the Trail Alive, the video gave ATC a long-missing emotional gravity.

The result? Increased visibility, urgency, clarity, and brand purpose, along with a Telly award.

ATC is often mistaken for a hiking group, despite its critical work in conservation and trail management. We reframed the story to show the full scope of its impact, balancing education with urgency to protect the 2,200-mile trail and its threatened landscape.

I coined the tagline Keep the Trail Alive and wrote the brand’s manifesto, shaping the emotional core of the film.

Client: Appalachian Trail Conservancy
Services: Tagline + Manifesto + Brand Video
Copywriter: Amy Borg
Voiceover: Amy Borg
Video Production: Walker Corl
Year: 2025