You’ve been there before. The guy next to you – he can relate. And those great-great-grandparents you never met but inherited your full head of hair from, even they’ve experienced it. Yep, we’ve all had those ‘AAAH’ moments – some exciting, some relaxing, some aggravating. Turns out, though, we’ve been pronouncing them wrong the entire time.

AAA Mid-Atlantic teaches us that [and another thing or two about goats and overnight guests] in their latest brand campaign, ‘IT’S ACTUALLY PRONOUNCED TRIPLE-A,’ designed to show off the breadth of the brand’s offerings and socialize the answer to so many of life’s utterances: Triple-A.

You see, those trusty roadside assistance guys are actually one of the region’s leading providers of insurance, travel services, car care, and financial. Tired of being pigeonholed, the century-old company wanted to shake things up and attract new, younger audiences – a 160over90 specialty. And what better way to reach millennials, we thought, than a brand campaign filled with real-life, real-funny scenarios?

To pull off this playful campaign concept, we needed a voice. A personality attached to the brand. Someone relatable, who we’re pretty positive has experienced a lot of what we’re talking about, and could drive home (get it?) the new AAA brand story. So when Jim Gaffigan – the funny guy who’s infamous for his love of hot pockets and bacon – signed on, we had our very own ‘AAAH’ moment.

Gaffigan delivers his lines with typical dry wit across a series of branded TV and radio spots, running this very minute throughout the Philadelphia, Baltimore, and Richmond areas. You can see them on your TV set – HD, SD, XD, MD – whatever you’ve got, the commercials will be there (just like AAA.) Or, for convenience, you can view them all in this blog.

And the next time you think your roommate isn’t around but come home to find he’s got a visitor over and your apartment has been turned upside down, or you’ve just arrived on a tropical island for that much-needed vacation, or you’re jamming to the Boyz II Men hit ‘Motownphilly,’ remember – through all of life’s shrieks and shouts, there’s one name that always answers: AAA.


Chief Executive Officer and Founder: Shannon Slusher

Chief Creative Officer and Founder: Darryl Cilli

Chief Creative Officer and Principal: Jim Walls

Chief Strategy Officer and Principal: John Campanella

Creative Director: Sig Gross

Associate Creative Director/Copywriter: Jill Spradley

Art Director: Austin Lotz

Account Director: Paul Gladney

Executive Producer: Tom Ammon

Producer: Nick Pitcavage

Lead Video Editor: Max Paolucci

Production Company: MJZ

Director: Clay Williams

All In — For The Gator Good

Before we started working with the University of Florida, we knew about the Gator Nation. Now, after a year of living in Gainesville, meeting UF people, and spending lots of time on campus, we know the Gator Nation. It’s not about football. It’s not about swearing allegiance to a mascot. What it’s about is working together, selflessly and relentlessly, to tackle issues that affect the university, the state, and even the entire world.

That’s the 400,000-strong Nation of Gators we’ve come to know. So, when we started developing the new advertising campaign for UF, we knew we wanted to focus on motivation and collaboration. How they’re motivated to take on the big global challenges like cancer, diabetes, hunger, and hurricanes. Secondly, that they’re open to working with anybody, whether they’re Gators or not, to solve these issues. It was then that it dawned on us. Why just tell it, when we could invite people to be part of it, in a true collaborative effort?

We recognize these kinds of issues are bigger than just one university. And it’s why we were willing to try something different.

Bringing attention to the work being done to fight childhood cancer.

Highlighting the research being done to better protect people from hurricanes. This effort to reach out to other universities, organizations, and people to collaborate on these issues helps UF make an even bigger difference in the world. Together, our impact is always greater.


Chief Executive Officer and Founder: Shannon Slusher

Chief Creative Officer and Founder: Darryl Cilli

Chief Creative Officer and Principal: Jim Walls

Group Director of Client Services and Principal: John Campanella

Creative Director: Greg Ash

Associate Creative Director Copywriter: TJ Aseltyne

Associate Creative Director Designer: Alex Liebold

Executive Producer: Tom Ammon

Director of Client Services: Maggie Slomiany

Developer: Matt Strauss

27 Things We Are Thankful For

Since Thanksgiving falls on November 27th this year, we thought it’d be fitting to share 27 things that the good folks here at 160over90 are thankful for.  Yes, we know it’s cliché, but we don’t really care.

So from our desks to yours, we are thankful for…

1. The work you are about to see not being real

The Work

2. Billing codes instead of dress codes

3. Command+Z

4. Agency Happy Hours

5. Taxi rides home after 10 PM

6. Client fan bases

UF Chomp

7. Letting us invent words

8. Kids, hugs, and airplanes

9. John Muir, Steve McQueen, and Keith Richards

10. Surviving elevator #1 (so far)

11. Multiple Tabs in every browser

12. Mech parties and brew parties

13. Those who know a touchdown from a field goal

14. White boards and their erasers

15. William Penn’s rear making for a lovely view


16. A bar called Bar, where we spend many Friday nights

17. Headlines and punch lines

18. Free wifi

19. All things plaid and flannel

Plaid and Flannel

20. Beer Fridays

21. A coffee machine, that never, ever judges when we fill up for the 7th time in one day

22. Those days when you’re lucky enough to score normal-sized silverware for lunch, rather than that giant pitchfork monstrosity

23. Random fits of bullhorn-amplified songs (won’t McCall anyone out though)

24. Leftover scraps from meetings (especially dark chocolate pretzels and Caesar salads, but not together)

25. Mentorship, support, and spiral notebooks

26. Good clients and good friends

27. Having Thanksgiving off

Thank you

The Full[er] Story

Some client engagements take us back to our college days. Others put us at the 50 yard line, in the middle of all the action. This one brought us closer to the Big Guy.

Fuller Theological Seminary is one of the world’s most influential evangelical institutions. It’s also the largest multidenominational seminary out there, drawing 4,052 students from 83 countries and 111 denominations.

A leading voice for faith in the global church and wider culture, Fuller wanted a tangible way to aggregate its community stories and theological reflections, and enrolled 160over90 to design the new Fuller Magazine.

The challenge? Develop an institution-wide magazine, relevant to a plethora of audiences, consistent enough to feel like Fuller but flexible enough for varying types and lengths of content, and make it scalable for issues to come. Challenge accepted.

Fuller Cover

Articulated in three sections – Story, Theology, and Voice – the magazine features emotional storytelling, scholarly articles, and a collection of community opinions focused around a central theme, in order to tell the full Fuller story. The design complements the diversity of content with a mix of typefaces, text column sizes and structures, and photographs and hand-drawn illustrations.


We also wanted readers to engage further. So we developed a digital experience enabling readers to explore deeper and find information beyond what could be housed in the hard copy magazine itself. The website serves as a live, curated library of theological perspective. A true reflection of Fuller at its core.

Explore it for yourself at


The Team:

Chief Executive Officer and Principal, Shannon Slusher

Chief Creative Officer and Principal, Darryl Cilli

Executive Creative Director and Vice President, Tammo Walter

Managing Director, Megan Pomplas

Creative Director, David Levy

Designer, Harilaos Skourtis

Account Supervisor, Jeremy Groff

Project Manager, Anna Mumford

Interactive Designer, Brandon Ancone

Developer, Matt Strauss

It Was A Very Good Year

Recently, we celebrated the one-year anniversary of our Gainesville office and wrote a blog post that highlighted all the projects we’d created over the course of those 365 days. But it wasn’t all work, because that would make for dull girls and boys. Here’s a list of a few things we did for fun, along with some photos to prove it. Enjoy.

1. Tussled with alligators.


2. Kayaked in the springs.

3. Fired a cannon at Castillo de San Marcos in St. Augustine. The oldest Spanish fort in the U.S.

4. Cheered on the Gator football team in The Swamp.


5. Got crazy with the Rowdy Reptiles in the O-Dome.

6. Took in the theatrics at the Hippodrome Theatre. (Our next-door neighbor)

Campus Buildings

7. Saddled up and rode horses in Ocala.

8. Swam with manatees.


9. Got our wizardry on at Hogwarts.

10. Enjoyed something like 237 days of sunshine.

11. Ate fresh fruit gourmet popsicles from Hyppo.


12. Pillaged like pirates at Tampa’s Gasparilla Festival.

13. Trail-biked “The Rock.”

14. Snorkeled the clear blue water of The Florida Keys.

15. Tried to land a Marlin but had to settle for a Cobia instead.




16. BBQ’d out on the office deck.



17. Camped and hiked at Ginnie Springs.

18. Surfed at New Smyrna Beach. “The Shark Bite Capital of the World.”

19. Canoed down the Santa Fe River.



20. Dug for clams in Mosquito Lagoon.

21. Descended down into the Devil’s Millhopper sinkhole.

22. Went tubing down the Ichetucknee River.

23. Saw the wild buffalo at Payne’s Prairie.

24. Travelled to Jacksonville for one of the biggest rivalries in college football between Florida and Georgia.


25. Sailed a Sunfish on Lake Santa Fe.

26. Hit the road and experienced the Daytona 500.


27. Soldiered through to complete the GoRuck Challenge.


28. Went fishing for scallops in Cedar Key.


29. Snapped to it at LegoLand.


30. Watched Joaquin Phoenix eat pizza at Satchel’s.

31. Went shark tooth hunting in Hogtown Creek.

32. Rubbed shoulders with the Governor.


33. Got lost in the Butterfly Rainforest at the Florida Museum of Natural History.

34. Wandered the trails of the Kanapaha Botanical Gardens.

35. Met Donald Duck at Disney World.




The Team

Chief Executive Officer and Principal, Shannon Slusher

Chief Executive Officer and Principal, Darryl Cilli

Group Executive Creative Director and Principal, Jim Walls

Group Director of Client Services and Principal, John Campanella

Director of Client Services: Maggie Slomiany

Creative Director: Greg Ash

Associate Creative Director Design: Alex Liebold

Associate Creative Director Copy: TJ Aseltyne

Account Supervisor: Kelly Thompson

Senior Designer: Walton Dale