Overview
As part of GEICO’s March Madness campaign, The Martin Agency developed a rapid-response generative production model for the brand’s first campaign with NCAA Champion Azzi Fudd.
The work launched during a defining moment in Fudd’s career and introduced a new way for the agency to create character-driven social content at the speed of live sports and culture.
The Approach
March Madness demanded a model that could keep pace with the tournament while delivering character-driven content fast and consistently.
I led the development of a generative production workflow combining character performance, AI voice, editorial, motion, and finishing.
Working across creative, production, and creative technology teams, we built a system that allowed ideas to move from concept to finished content in hours rather than days, while maintaining the consistency and craft required for a major national brand.
The Result
Over the course of four weeks, the team developed dozens of pieces of responsive content, with selected work published across GEICO’s social channels.
Beyond the individual deliverables, the project demonstrated how generative production could support high-volume, culturally responsive brand storytelling and helped establish a practical model for bringing emerging AI workflows into commercial production.
Credits
Agency/Creative: The Martin Agency
Chief Creative Officer: Jerry Hoak
Chief Innovation Officer: Tasha Dean
Group Creative Director: Mik Manulik
Creative Director, Art: Justin Harris
Creative Director, Copy: Brian Marcolini
Creative Director, Innovation: Felipe Posada
Executive Producer: Heather Collier
Producer / Creative Technologist: Zavi Harman
Client: GEICO
Year: 2026