Overview
An avant gardeĀ social campaign for GEICO Motorcycle Insurance. The client opened the door to test genuinely new production methodologies. The brief came with a sharp creative idea from Justin Harris, VP Creative Director at The Martin Agency: visualize the hazards of the road dissolving as the rider moves through them, a seamless, almost meditative resolution of risk. The concept demanded an execution as unconventional as the thinking behind it.
Production StillsĀ
Challenge
Shooting a range of motorcycle scenarios across varied, difficult road environments introduced immediate constraints. Greenscreen was on the table. Traditional VFX as well. But the production timeline made both approaches fragile. SuperJoy proposed an alternative: virtual production with Gen AI-generated video backgrounds. It was an unproven workflow for a commercial context. We committed to it anyway, and built the pipeline in close collaboration with the agency from the ground up.
Approach
We began by generating still composites of the riders, using them as position, scale, and composition reference to develop all video backgrounds in Gen AI using Runway before a single day of production. Proportion, motion timing, and environmental logic were all stress-tested at this stage. The goal was to arrive on set with environments that were already cinematically resolved.
We began by generating still composites of the riders, using them as position, scale, and composition reference to develop all video backgrounds in Gen AI using Runway before a single day of production. Proportion, motion timing, and environmental logic were all stress-tested at this stage. The goal was to arrive on set with environments that were already cinematically resolved.
Production Shot at a top-of-the-line virtual production facility in Richmond's north side. I directed both the live-action shoot and the generative AI workflow architecture, a genuinely integrated role that collapsed the boundary between creative and technical production. Supported by a first-rate crew and a team of producers who made the complexity invisible on set.
Credits
Client: GEICO
Agecy: The Martin Agency
Chief Creative Officer: Jerry Hoak
Head of Production: Brett Alexander
Executive Producer: Heather Collier
Producers: Sana Sourivongs, Elise Canup
Production Company: SuperJoy
Director: Felipe Posada
Head of Production: Kerry Ayers
Creative Director / Gen AI Director: Felipe Posada
GCI, Gen AI Artist: Jay Purrington
Live Action Producer: Amanda Ricks
Producer: Angela Williams
Year: 2025
Agecy: The Martin Agency
Chief Creative Officer: Jerry Hoak
Head of Production: Brett Alexander
Executive Producer: Heather Collier
Producers: Sana Sourivongs, Elise Canup
Production Company: SuperJoy
Director: Felipe Posada
Head of Production: Kerry Ayers
Creative Director / Gen AI Director: Felipe Posada
GCI, Gen AI Artist: Jay Purrington
Live Action Producer: Amanda Ricks
Producer: Angela Williams
Year: 2025