AllTrails, the leading platform for outdoor exploration, has unveiled its latest summer campaign with a hero spot that trades sweeping drone shots for something more intimate: the way being outside feels.
Titled “Feels,” the one-minute film is the third creative collaboration between AllTrails and San Francisco-based production agency Avocados and Coconuts, and it’s already running across streaming platforms including Hulu, Disney, Roku, Tubi, Peacock, MLB Live, and Samsung TV.
Directed by Spencer MacDonald, the campaign features real hikers and authentic trail moments, with a sensory-driven approach that puts viewers directly into the experience—feet crunching on dirt, birdsong cutting through quiet air, cold water hitting the back of your throat. No staged scenes. No stunt drones. Just pure trail essence.
“The feelings the outdoors inspire are what make it so rewarding,” said Carly Smith, Chief Marketing Officer at AllTrails. “After years of work together, the Avocados and Coconuts team feel like part of our team. Together, we set out to capture the joy and satisfaction that are unique to time outside, and the result is everything we hoped it would be.”
The team began by collecting stories from AllTrails staff—memorable, highly personal trail moments. Those anecdotes informed a six-day production across Southern Utah, Northern California, and Washington’s Olympic Peninsula, shot by a nimble, backcountry-capable crew using a lightweight setup.
“It’s not about grand landscapes, but about the deep inhale of pine and earth after a fresh rain, or the sharp sting of cold air in your lungs at the summit,” said director Spencer MacDonald. “Every frame was intended to be immersive, textured, and deeply felt—to inspire you to step outside and feel it all for yourself.” Watch below:
A Production Built on Presence
Executive Creative Director Amani King explained the choice to prioritize naturalistic moments over commercial polish. “With our lightweight setup, we were able to reach deeper locations and shoot a wide range of trails, focusing on the experiential details that make hiking so rewarding,” said King.
Director of Photography Mika Altskan leaned into tactile visuals, using a probe lens—rare in outdoor production—to create sweeping yet grounded compositions. The result is a campaign that feels handcrafted, almost documentary in tone, while still maintaining the high production values Avocados and Coconuts is known for.
“This film feels genuine to the AllTrails brand and the experiences it aims to foster through its platform,” said Dalia Burde, Executive Producer. “There were no sets, no actors. Just the magic that happens when you get outside and let nature do what it does best.”
CREDITS:
BRAND: AllTrails
CMO: Carly Smith
Creative Director: Justin LaFontaine
Director of Paid Acquisition: Savannah Burkett
Director of Product Marketing: Logan Rosenberg
CREATIVE PRODUCTION COMPANY: Avocados and Coconuts
AllTrails, the leading platform for outdoor exploration, has unveiled its latest summer campaign with a hero spot that trades sweeping drone shots for something more intimate: the way being outside feels.
Titled “Feels,” the one-minute film is the third creative collaboration between AllTrails and San Francisco-based production agency Avocados and Coconuts, and it’s already running across streaming platforms including Hulu, Disney, Roku, Tubi, Peacock, MLB Live, and Samsung TV.
Directed by Spencer MacDonald, the campaign features real hikers and authentic trail moments, with a sensory-driven approach that puts viewers directly into the experience—feet crunching on dirt, birdsong cutting through quiet air, cold water hitting the back of your throat. No staged scenes. No stunt drones. Just pure trail essence.
“The feelings the outdoors inspire are what make it so rewarding,” said Carly Smith, Chief Marketing Officer at AllTrails. “After years of work together, the Avocados and Coconuts team feel like part of our team. Together, we set out to capture the joy and satisfaction that are unique to time outside, and the result is everything we hoped it would be.”
The team began by collecting stories from AllTrails staff—memorable, highly personal trail moments. Those anecdotes informed a six-day production across Southern Utah, Northern California, and Washington’s Olympic Peninsula, shot by a nimble, backcountry-capable crew using a lightweight setup.
“It’s not about grand landscapes, but about the deep inhale of pine and earth after a fresh rain, or the sharp sting of cold air in your lungs at the summit,” said director Spencer MacDonald. “Every frame was intended to be immersive, textured, and deeply felt—to inspire you to step outside and feel it all for yourself.” Watch below:
A Production Built on Presence
Executive Creative Director Amani King explained the choice to prioritize naturalistic moments over commercial polish. “With our lightweight setup, we were able to reach deeper locations and shoot a wide range of trails, focusing on the experiential details that make hiking so rewarding,” said King.
Director of Photography Mika Altskan leaned into tactile visuals, using a probe lens—rare in outdoor production—to create sweeping yet grounded compositions. The result is a campaign that feels handcrafted, almost documentary in tone, while still maintaining the high production values Avocados and Coconuts is known for.
“This film feels genuine to the AllTrails brand and the experiences it aims to foster through its platform,” said Dalia Burde, Executive Producer. “There were no sets, no actors. Just the magic that happens when you get outside and let nature do what it does best.”
CREDITS:
BRAND: AllTrails
CMO: Carly Smith
Creative Director: Justin LaFontaine
Director of Paid Acquisition: Savannah Burkett
Director of Product Marketing: Logan Rosenberg
CREATIVE PRODUCTION COMPANY: Avocados and Coconuts
