AAA KARGO HIGH-IMPACT DISPLAY ADS
Testing a new high-impact ad format to expand AAA Northeast's digital footprint and prove that attention is earned, not bought.
Agency: Blue Duck Agency
Client: AAA Northeast
Role: Art Director
The Challenge: AAA Northeast wanted to test Kargo as a new high-impact display vendor—an opportunity to reach fresh audiences and drive deeper engagement beyond the standard banner ad. The creative needed to earn its place in premium, movement-heavy formats like Kargo's Breakaway and TriPlex units, where users spend 2x longer with the ad than on standard placements.
The Strategy: We leaned into the strengths of the format itself. Rather than adapting static creative, every concept was built around motion and interactivity from the start. We created 2 concepts: one focused on the emotional promise of AAA (“Made Simple”), the other on a functional, unexpected member benefit (“Mechanic Tracker”).
My Role: As Art Director, I developed both concepts, defining the motion language, guiding typography and color decisions, and partnering with the creative director to make sure each unit was optimized for Kargo's Breakaway and TriPlex specs. My focus was making the creative feel native to the format.
CONCEPT 1:
“MADE SIMPLE”
AAA’s value is broad, but its promise is singular: life, made easier.
The Concept: This concept distills the breadth of AAA membership into a clean, emotionally resonant message: whether it’s roadside help or travel planning, AAA takes the stress out of everyday moments. The visual direction is effortless and reassuring, using a restrained aesthetic and motion to create a snapshot of convenience that invites the viewer in.
CONCEPT 2:
“MECHANIC TRACKER”
Peace of mind isn’t just about getting help, it’s about knowing when help will arrive.
The Concept: This concept highlights AAA’s real-time tracking feature, turning a functional member benefit into a moment of reassurance. The visual direction is empowering and calm, using motion to mimic the live-tracking experience itself so the ad doesn't just describe the feature, it lets the viewer feel it.
KEY TAKEAWAYS:
High-impact formats only pay off when the creative matches the ambition of the placement. This project was a lesson in designing for motion rather than adding motion to a static idea; and in trusting that a single, well-earned moment of attention can do more than a dozen standard impressions.