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Avocados x Coconuts brings family legacy to life in Storyworth ad

By Reel 360
December 12, 2025

Creative production agency Avocados and Coconuts has co-conceived and produced a new brand campaign for Storyworth, the original and most trusted platform for preserving family stories. Titled Three Generations, the campaign marks Storyworth’s largest brand video initiative to date and captures a daughter’s coming of age through the evolving questions she asks her mother across a lifetime.

Produced in both 30-second and 15-second formats, the spot launched this month across broadcast and digital channels. The story unfolds from the daughter’s perspective, with her mother existing as a powerful but unseen presence, anchoring each chapter of the relationship.

The film opens with a young girl asking about a mysterious scar on her mother’s arm. From there, a series of intimate vignettes traces the enduring bond between mother and daughter, spanning childhood curiosity, teenage tension, adult understanding, and eventually motherhood itself, culminating in the weighty but straightforward question, “What should I do?” The spot closes with the line, “Every Question Leads to a Story Worth Passing Down.” Watch below:

“Connection is at the heart of everything we do at Storyworth,” says Nick Baum, Storyworth Founder and CEO. “Avocados and Coconuts beautifully brought to life the ways we grow closer to the people we love most by asking them questions and preserving their stories for the next generation.”

“Storyworth is a brand that beautifully honors and memorializes the generational bonds within families,” remarks Dalia Burde, Avocados and Coconuts Founder and Executive Producer. “Our goal was to capture that ethos with a story grounded in human and emotional connection, using the narrative device of the daughter’s questions as a subtle yet engaging way to show how the platform preserves family stories across generations.”

Behind The Scenes

Avocados and Coconuts led the campaign from creative development through post production, bringing on director Matthew Palmer to helm the shoot. Palmer’s background in documentary filmmaking helped shape the film’s intimate tone. Although scripted and performed by actors, the team approached production with a documentary sensibility to mirror Storyworth’s mission of capturing real moments from real lives.

“Storyworth’s brand is rooted in authenticity – ordinary people sharing extraordinary memories – so it was important that nothing felt staged or overly composed,” explains Palmer. “We cultivated space for genuine reactions and spontaneous gestures, encouraging the actors to draw from their own experiences to allow the emotions to land naturally, rather than performatively.”

Director of photography Sarah Simka Jaffe reinforced that approach through organic camera movement and naturalistic framing. Handheld shots heightened intimacy, while carefully placed static moments allowed the story to breathe, echoing the reflective nature of memory.

Shot in a home in Berkeley, California, the production design and art direction emphasized warmth and familiarity. Subtle changes in wardrobe, furniture, and color palette helped convey the passage of time, allowing multiple decades to unfold within a single space.

In post-production, Avocados and Coconuts refined each vignette with restraint and care. Editorial rhythm, color, and sound design were all shaped to enhance emotion without overpowering it, ensuring the film felt cohesive while allowing each moment its own quiet resonance.

“Ultimately, Storyworth is a brand rooted in reflection and legacy, a theme we aspired to honor with a story that felt less like a commercial and more like a shared memory that lingers with the viewer,” concludes Amani King, Avocados and Coconuts Executive Creative Director. “It was a shared vision that Storyworth was on board with from the word ‘go,’ as we collaboratively aligned in making something that honored the beauty of family and everyday memories.”

CREDITS:

BRAND: Storyworth