Over the last two years I have been working with AAA’s creative director to build a body of portraits of employees, members and executives that tell the “who” of the AAA brand. The images have been used in annual reports, billboards, direct mail, employee facing and outbound collateral. AAA’s goal is to differentiate itself from competitors who are using generic lifestyle images in their collateral. This summer when AAA was working with their agency Eleven on a billboard campaign they presented my portraits of customers as an option for the campaign. This is the work you’ve been seeing around Northern California, Nevada and Utah this month.
What’s real and authentic is what matters.
An authentic company brings real value to the world, and makes the right choices—choices that support the community and the customers that make their success possible. Authentic is honest, and honest is what today’s customer demands.
Real people aren’t models who look like customers—real people are customers. They’re also employees, and executives. They’re the dads, doctors, and kids customers see as the people in their community and themselves. Real people are your most authentic and powerful marketing resource—let them help you tell the brand’s story.
Next I expect to see AAA using employees, like this ERS drive, in internal and external communications.
The portrait photography took place with studios set up in small offices at a casting agency and a recording studio. We were working with AAA members as they were coming in to meet with Eleven to be considered for TV and Radio spots.
These images of employees were for AAA’s annual report, one of the first projects I did for them.
More Versions of the billboard campaign, here in S.F.
and on Rte. 80 in Vallejo
Tags: Winokur Photography