Motion & Film
Designing a Rewards Story for the Gas Pump
01 / The Challenge
The Challenge
When Alltown introduced Alltown Advantage in 2018, it was the company’s first points-based loyalty program, rewarding customers for both fuel purchases and in-store spending.
The commercial was designed specifically to play on screens built into gas pumps. Viewers were standing outdoors, often glancing between the screen, the pump, and their vehicle. The animation needed to communicate quickly at a small size and remain understandable without demanding sustained attention.
02 / The Shift
The Shift We Made
The visual language became deliberately simple, bright, and direct. Rather than treating the pump like a miniature television, I designed for the actual viewing conditions. Large type, bold shapes, straightforward illustration, and a clear sequence helped the message survive a distracted environment.
03 / The Work
How We Did It
- Developed the storyboard around the basic rewards journey, from joining to earning and redeeming
- Created a bright illustrated style with large visual forms that remained readable on a small outdoor screen
- Kept scenes intentionally uncluttered so the key action registered at a glance
- Animated the complete spot with pacing appropriate to the short attention window at the pump
- Adapted the campaign into single-, two-, three-, and four-screen versions for different display configurations
- Developed sound and motion to support the story without depending on either for comprehension
04 / What Happened Next
What Happened Next
05 / Why It Mattered
Why It Mattered
The medium shaped the creative. By designing around how people actually encounter a gas-pump screen, the spot made a new loyalty program easy to understand in the few moments available to explain it.