In this sensory experience for National Geographic and Visit Maine, Trick & Mortar dove deep into everything a summer in Maine has to offer. Trick & Mortar followed Nat Geo Explorer Acacia Johnson to find out what sensory elements can put audiences into a Maine state of mind.
The ultimate goal was to draw more summer visitors to the state by showering Nat Geo’s audience in natural beauty and pristine sounds. The campaign came together in a few short weeks and was filmed over four days at more than a dozen locations. From the charming back roads of Kennebunkport to the bustling streets of Portland, the results are cinematically immersive and an authentic exploration of the scenic state. .
Johnson penned a narrative that drove what was filmed in each location, and then the production crew joined Johnson as she shared tips on hunting for the perfect shot.
“Acacia’s captivating style was the butter on our lobster roll,” said Jeff Strong, creative director, Trick & Mortar, in a statement.
After production, Trick & Mortar’s editorial staff kept the Pine State vibe alive, delivering several local stories in Acacia’s voice, sensory spots and an ASMR experience.
Branded entertainment series Sense of Maine airs throughout the month of July on Nat Geo’s website, Instagram and TikTok along with Johnson’s featured photography and articles.
Sense of Maine – Kennebunkport
Sense of Maine Taste
Sense of Maine Feel
Sense of Maine Hear ASMR
Client: National Geographic
Senior Producer: Tom King
Producer: Amanda Polli, Leif Skillrud
Agency: Trick & Mortar
Executive Producer: Footy
Creative Director: Jeff Strong
Director of Production: AnChi Laster
Production Manager: Maddie Nelson
DP/Camera: Fletcher Sennett, Angie Dubois
1st AC: Joel Osgood
Sound: Jason DeWald, Riss Bickford
PA: Don Foot
Senior Editor: Dave Gorrie
Editor: Lee Davidson
Audio Mix: Richard Humphries