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

Tags: nat geo national geographic channel partner content trick & mortar

  Save as PDF