Nature Valley Trail View

Nature Valley Trail View, developed at McCann New York for General Mills, has won Gold at the ADC Awards, following on from two Gold Lions at Cannes in 2012. Launched in March 2012 at SxSW, the Trail View site is an online interactive experience that allows visitors on to virtually hike the trails of the Grand Canyon, Yellowstone, and the Great Smoky Mountains. 360 degree footage of nearly 60 trails was captured by a team hiking 333 miles over three months.

Nature Valley Trail View Welcome screen

The agency team partnered with editors from Backpacker magazine, who led the hikes, as well as with production company InTheMo and digital developers Your Majesty. A Dodeca 2360 camera with 11 lenses was used to capture the images, which were then stitched together to create one immersive view. Eight terabytes of footage and 11 million images were gathered and integrated with more than 147,000 GPS points to create an intuitive, informative, and user-friendly experience.

Nature Valley Trail View Welcome screen

Nature Valley Trail View Smoky Mountains

Nature Valley Trail View Pelican Creek

Nature Valley Trail View Storm Point Trail

Nature Valley Trail View Map

Nature Valley Trail View South Ridge

Built on a customized version of the Google Maps API, Trail View is equal parts map utility, educational tool, and eye candy, and is built to incorporate future parks, user-generated content, and social utilities.

Nature Valley and the team headed back out to the trails this summer to digitally capture Bryce Canyon, Zion and Yosemite.


The Nature Valley Trail View campaign was developed at McCann New York by chief creative officer Linus Karlsson, executive creative directors Andreas Dahlqvist and Leslie Sims, creative directors Mat Bisher and Jason Schmall, executive integrated producer Catherine Eve Patterson, senior integrated producer Geoffrey Guinta, chief brand editor Ellie Parpis, working with General Mills marketing manager Scott Baldwin.

Interactive film and photography was produced at InTheMo (now known as Mohawk Digital by director of business development Robert Cohen, line producer Adam Baskin, digitech cameraman Adam Cucurull, lead cameraman Brandon McClain.

Digital development was produced at Your Majesty by executive creative director and photographer Jens Karlsson, design director Riley Milhem, tech lead Micah Acinapura, developer Raed Atoui, and executive producer Heather Reddig.