The Brief
A sharp creative idea for a social campaign 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.
GEICO opened the door to test genuinely new production methodologies. SuperJoy walked through it.
The Decision
Shooting 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. 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.
Before a single day of production, still composites of the riders were generated and used as position, scale, and composition reference to develop all video backgrounds in Gen AI using Runway.
Proportion, motion timing, and environmental logic were stress-tested at this stage. The goal was to arrive on set with environments that were already cinematically resolved.
The Production
Shot at a top-of-the-line virtual production facility in Richmond VA. Live action direction and generative AI workflow architecture handled as a single integrated responsibility, collapsing 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 Studio: SuperJoy
Director: Felipe Posada
Head of Production: Kerry Ayers
Executive Producer: Brian Fox
Creative Director / Gen AI Director: Felipe Posada
GCI, Gen AI Artist: Jay Purrington
Live Action Producer: Amanda Ricks
Producer: Angela Williams
Year: 2025