What can a camera lens pointed at dogs teach us about storytelling, community, and building a modern media brand? More than you’d think! ADWEEK sits down with The Dogist creator Elias Weiss Friedman to explore how a personal passion project photographing dogs on the streets of New York evolved into one of the most beloved platforms on social and a growing multi-platform business.

What began as simple portraits has grown into a powerful platform rooted in empathy, curiosity, and connection—showing that the best content doesn’t just capture attention, it captures hearts. Today, that storytelling continues to expand through his YouTube interview series, DOGS with Elias Weiss Friedman, where candid, on-the-street conversations with notable guests and their dogs bring the same authenticity to a longer-form format.

Hear how The Dogist carved out a distinct voice in a crowded landscape, why authenticity continues to outperform polish, and how a clear point of view can translate into both audience growth and meaningful brand opportunity. We’ll also explore how Elias has turned storytelling into a scalable business by building community, extending across platforms, and creating new avenues for content, partnerships, and impact.

Come for the dogs—stay for the story.