About
Shaun Walford's YouTube channel, "The Story Till Now," is a powerhouse in the North American overlanding scene. From its base in British Columbia, the channel has amassed 442,000 subscribers and over 53 million views by documenting carefully planned, high-risk off-road expeditions in cinematic detail. The brand, however, is far more than a collection of travelogues. It is a multi-pillar business built on direct-to-consumer sales, deep corporate partnerships, and direct audience funding.
The Story Till Now: Origins and Growth
The channel was launched on October 8, 2017, as a side project. At the time, Shaun Walford was pursuing a career in real estate, but after failing his licensing exam by a narrow margin, he found his early YouTube videos were beginning to gain unexpected traction and "blow up." Recognizing the emerging opportunity, he pivoted to content creation full-time. This origin story—a passion project driven by audience demand—has become a core part of the brand's authentic, grassroots appeal. From these beginnings in Canada, the channel has evolved into a professional media operation recognized for its ambitious scope and high production values.
The Story Till Now Content and Style
"The Story Till Now" specializes in long-form, documentary-style videos, with episodes typically running between 20 and 40 minutes. The content's narrative engine is the challenge of navigating hazardous terrain, from deep snow and extreme mud to precarious shelf roads. At the heart of these stories are the channel's heavily modified vehicles, which function less as transport and more as central characters in the ongoing drama.
The brand's most iconic vehicle is "The Trail Destroyer," a 2022 Jeep Gladiator Rubicon transformed by Epic Adventure Outfitters. The truck's specifications are notable: a 426 Hemi engine swap produces 606 horsepower, put to the ground through Dana 60 axles and 40-inch Toyo tires. More recently, the addition of a Ram Prospector XL marks a strategic evolution toward longer-range expeditions. Based on a Ram 2500 with a Cummins diesel engine, the truck is outfitted with an AEV Prospector XL kit and a Four Wheel Campers Hawk pop-up camper.
A signature format is the recurring "Bucket Trip" series, which documents ambitious, destination-focused journeys. These multi-episode features have become a brand pillar, with notable expeditions including "Bucket Trip 3: Alaska," a grueling traverse of the Dalton Highway, and a border-to-border off-road trip across Arizona.
How The Story Till Now Makes Money
Walford has engineered a diversified business model that insulates his brand from the volatility of YouTube ad revenue. The primary commercial hub is the official merchandise store at tstn.shop, built on the Fourthwall e-commerce platform. The store sells branded apparel, hats, and accessories like whiskey glasses, alongside co-branded items developed with sponsors like Modula Racks. Walford has noted that he and his partner, Ada, personally pack and ship orders.
Direct audience funding provides another stable revenue stream through platforms like Patreon and YouTube Channel Memberships, which offer exclusive behind-the-scenes content to paying supporters.
The third pillar is a network of high-value corporate sponsorships that are woven directly into the content. Sponsors are not just advertisers but enabling partners whose products are mission-critical to the expeditions. This is shown by vehicle builder Epic Adventure Outfitters, whose work is the subject of entire videos. The official sponsor list includes a roster of major industry players: White Rock Dodge, Modula Racks, Toyo Tires, KC HiLites, Sherpa Equipment, Titan Fuel Tanks, and MetalCloak. The channel also leverages an affiliate partnership with the navigation software OnX Off-Road.
The Story Till Now's Network
The channel's growth and production quality are amplified by a strong network of collaborators. The most significant creative partnership is with Brad Kowitz of the popular channel TrailRecon. Walford and Kowitz have undertaken major joint expeditions, including their highly documented trips to Alaska and Arizona, cementing their status as leading figures in the overlanding community.
On the production side, Walford was the subject of "Outlanders," a four-part documentary series produced by Canadian filmmaker David Var of Stories.stream. His relationship with the British Columbia-based Epic Adventure Outfitters remains his most critical industry partnership, as their vehicle builds are fundamental to the channel's extreme content.
The Story Till Now: Public Reception and the Texas Creek Controversy
"The Story Till Now" has earned significant acclaim within its niche. The influential publication Expedition Portal featured the channel in its "Video of the Week" segment, praising Walford as an "exceptional storyteller" who creates an "immersive theatrical experience." The sentiment on enthusiast forums like OverlandBound.com and JeepGladiatorForum.com is consistently positive.
This positive reception was tested in July 2020 by the Texas Creek Trail Access Controversy. The issue erupted on the OverlandBound.com forum after a series of Walford's videos showcased expeditions through the Texas Creek area of British Columbia, a region that includes traditional First Nations land. Shortly after the videos were published, vehicle access to a key trail was blocked. Critics argued that Walford, by popularizing a previously less-trafficked "hidden gem," had caused an influx of traffic that prompted the closure to protect the sensitive alpine environment.
In his defense, other community members argued that Walford was operating on established roads and was being unfairly scapegoated for a land management decision beyond his control. The original poster on the forum thread noted that Walford had always been "respectful of the trails" in his content. The incident highlights the tangible reputational risk for creators when their content becomes associated with land use disputes and overcrowding.
Walford has also appeared as an expert guest on podcasts including Lady Overlander Radio and the Off The Road Again Podcast, further building his credibility within the industry.
The Story Till Now Today
Shaun Walford has successfully transformed a personal hobby into a strong digital media brand. "The Story Till Now" stands as a benchmark in the overlanding community for its cinematic quality and compelling narrative structure, supported by a resilient and diversified business model. As his influence grows, however, so do the complexities of his role. The Texas Creek controversy underscores the fine line that outdoor creators must walk: in showcasing the beauty of remote landscapes, they risk becoming catalysts for the very pressures that can lead to their degradation and closure.