AAA (American Automobile Association)
Brand Image Library
Role: Photo Art Director | CSAA (California State Automobile Association), a division of AAA, sought to establish a comprehensive brand image repository to sustain their digital and print media campaigns for the upcoming years. I created a bespoke image library of more than 300 exclusive photographs meticulously crafted to align seamlessly with AAA’s distinct brand identity.
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Photo Art Direction
Photo Shoot Production
Casting
Location Scouting -
Faced with a lean budget, AAA had the ambitious task of covering production expenses spanning various San Francisco Bay Area locations, four weeks of intensive photo shoots, and the cost of a substantial photography production team. Additionally, there was no budget for professional models yet we needed tens of people to model in hundreds of photographs.
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We helmed AAA’s production, including hiring the crew (photographers, stylists, make-up artists, caterers, location scout, etc.), overseeing the shoot schedule, negotiating usage rights, and controlling expenses.
We discovered diverse models via several, large casting calls among AAA employees, their friends and families. This cost-efficient approach resulted in 300+ exclusive custom photos for AAA’s brand campaigns, all within budget.
Advertising Concept
