Agency Network: 
March 2012



Explore the Grand Canyon, Yellowstone Park and the Great Smoky Mountains from your computer via Nature Valley Trail View, a website inspired by Google Street View technology that offers 300-plus miles of panoramic views and interactive guides to America’s iconic national parks. With footage captured by a crew of McCann creatives who were more familiar with the Great Apple than the great outdoors, the team hiked trails at the three national parks over a period of two months. Outfitted with unique camera technology and averaging 6-13 miles of trails per day, the team captured every mile. The end result is more than 300 miles of park trails – stitched together from a 360-degree camera’s eleven lenses for one immersive view.

Digital advertisement created by McCann, United States for Nature Valley, within the category: Food.

Advertising Agency: McCann New York, USA
CCO / Chairman: Linus Karlsson
Vice Chairman / Executive Creative Director: Andreas Dahlqvist
Executive Creative Director: Leslie Sims
Creative Director: Mat Bisher, Jason Schmall
Director of Creative Technology: Mark Fallows
Head of Technology: Stefan Feissli
Senior UX Design: Jayson Barrons
Chief Production Officer: Brian DiLorenzo
Head of Integrated: Jonathan Shipman
Exec Integrated Producer: Catherine Eve Patterson
Sr Integrated Producer: Geoffrey Guinta
Production company: InTheMo
CEO / Founder: Cary Levine
COO: McNair Zimbalist
Director of Media: Joshua Winkler
Director of Business Development: Robert Cohen
Producer: Adam Baskin
Line Producer: Adam Cucurull
Digitech / Cameraman: James deMuth
Lead Cameraman: Brandon McClain
Production / POI Photography / Design / Development: Your Majesty
Executive Creative Director / Photographer: Jens Karlsson
Design Director: Riley Milhem
Art Director: Joshua John Pipic
Designers: Veronica Wallström, Magnus Karlsson
Tech Lead: Micah Acinapura
Developers: Raed Atoui, Adriaan Scholvinck, Tore Holmberg
Associate Developer: Theo Strahlen
Executive Producer: Heather Reddig
Senior Producer: Tina Chou
Associate Strategist / Producer: Valtteri Laihainen
Sound Design: Bob Partridge
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Highest Rated

12am's picture

the quality of the trail photos is really bad. makes no interest

Activity Score 86
Art Director at TBWA Singapore
kleenex's picture

I like the idea.

Activity Score 58777
Web Designer/Developer
miko1aj's picture

yep. great idea, but of course nothing can substitute real walking. Although – great job

Activity Score 3082
Hadrons's picture

Fun for them, I prefer to discover through my own point of view.
It is a nice to have on the side application.

Activity Score 6056


12am's picture

the quality of the trail photos is really bad. makes no interest

Activity Score 86
Art Director at TBWA Singapore
CuriousPencil's picture

Is this an ad for "we make better holiday photos these days"?

Activity Score 4199
mertos's picture


Activity Score 904
Creative Director
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