Avocados and Coconuts Captures Family Legacies in New Brand Campaign for Storyworth
Creative production agency Avocados and Coconuts recently co-conceived and produced a new campaign for Storyworth, the original and most trusted leader in family storytelling. Marking Storyworth’s largest brand video effort to date, “Three Generations” is a daughter’s coming-of-age story, told through a series of vignettes framed around the questions she asks her mother from childhood to motherhood. The spot unfolds from the daughter’s perspective, with the mother’s character serving as a powerful yet unseen presence in the film. Produced in :30 and :15 versions, the spot launched on broadcast and digital channels this month.
“Three Generations” opens with a little girl asking about a curious scar on her mother’s arm. Each scene that follows reveals a profound, time-tested bond of the mother-daughter relationship: from the tenderness of childhood and the contentious teen years, to their bond forged in adulthood and into motherhood as the daughter asks, “What should I do?” The spot concludes with the campaign slogan: “Every Question Leads to a Story Worth Passing Down.”
“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.”
Tasked with bringing the campaign to life from creative development through post-production, Avocados and Coconuts brought on director Matthew Palmer to helm the shoot, leveraging his background as a documentary filmmaker to shape the campaign message and tone. Though the spot was scripted and filmed with actors, the team wanted to approach the shoot with a documentary-like sensibility to draw a connection to the idea that Storyworth documents the real moments of real life.
“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.”
Blurring the line between performance and truth in the cinematography, DP Sarah Simka Jaffe kept the camera moving organically, allowing each scene to feel lived-in, much like a real memory. Her handheld shots emphasized moments of intimacy, while static shots created a pause for the reflective moments in the story.
The production design and art direction reinforced the warm, lived-in vibe of the spot, which was shot at a home in Berkeley, California. The department’s creative choices also aimed to convey the passage of time through subtle changes to furniture, wardrobe, and color palettes, which evoked different decades within the same environment.
In post, Avocados built on that foundation. From editorial pacing to color correction to sound design, each cinematic detail heightened the emotion in a sincere and understated manner, bringing each vignette its own subtle visual language while maintaining a sense of connection.
“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 is familiar and 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
Client: Storyworth
Founder and CEO: Nick Baum
Head of Marketing: Greg Kapp
Head of Product: Sushmita Subramanian
Content: Hallie Fryd
Creative Production Agency: Avocados and Coconuts
Executive Producer: Dalia Burde
Executive Creative Director: Amani King
CD Writer: Joanne Torres
Director: Matthew Palmer
DP: Sarah Simka Jaffe
Producer: Tyler Dunham
Production Coordinator: Joshua Ham
Post-Production Company: Avocados and Coconuts
Post Producer: Jessica Kenney
Editor: Hanna Moradi
Assistant Editor: Brendan Bric
MoGFX: Jessie Renda
Colorist: Sam Howells, Ethos
Mix: Joaby Deal, One Union
Music: Marmoset
