AAA
2025
ON THE PLUS SIDE,
GET MORE WITH AAA
When you become a AAA Member you join the Plus Side of life. No more crossing your fingers hoping that the pothole you’re about to hit won’t derail your day. No more waiting on hold with your insurance company. And no more relying on a friend of a buddy of a friend who’s reputation as a “car guy” seems to be their only qualification. With this campaign, I brought to life the Not-Plus Side, a world without AAA, to showcase the peace of mind that AAA Members rely on every day. From concept to production to seeing it go live, I was the lead creative supervising every element of this campaign.
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Creative Direction, Art Direction, Design, Concepting
AAA Insurance | All of It :30
FIVE SPOTS IN FIVE DAYS
Five spots were created as the core execution of this campaign, each highlighting different benefits of AAA across their Membership and Insurance offerings. To illustrate the sides of life with and without AAA, we used a dolly moves and split screens to jump back and forth from AAA Members and the not so lucky folks attempting to tackle life on their own. And yes, the Charlie Day Pepe Silvia meme was on the moodboard for that previous spot.
WHOA THAT’S A LOT OF RED
…is probably what you said to yourself after watching a few of these spots. To help distinguish our two worlds, the Plus Side with AAA was stylized on a red cyc. Yes, five days on a red cyc will alter your brain chemistry, but the overall affect created a campaign that starts and end with a bold branded punch.
NOT JUST VIDEO
Beyond the video spots, I supervised the on-set capture and post-production retouching of static photography that made its way into out of home, social ads, digital banners and a whole bunch of internal decks.
Split portraits were captured throughout our shoot for each of our main talent to use as a static representation of our campaign’s split screen device.
While not the writer of these spots, I did direct the voiceover record for this entire campaign, and when a radio spot is more than a disclaimer read really really fast, I believe that’s cause for celebration.
CREDITS
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Agency: Fact & Fiction
ACD/Writer: Meghan Burns
Photographer: Boston Heath
Art Directors: Ryan McFarlin, McKenzie Carlin
Copywriters: Claire Krantz, Ashley Milhollin
Producers: Lois Davis, Maren Mendoza
Post-Producer: Ben Pickett
CCO: Matt Clark
Production Partner: Futuristic Films
Director: Robert Boocheck
DP: Simon Thirlaway
Producers: Christian Silberbauer, Samantha Sigler
Production Designer: Pam Chavez
Post-Producer: Brittany Horwege
Editor: Ryan Brown
Radio/Audio Mix: The Post Haus