THE MOVIE
GEICO: These Pieces
Mediabrands Content Studio, 2024
These Pieces is an original YouTube series created by SpringHill, a production company cofounded by LeBron James. Featuring cultural icons as they show off their most prized (and insurable) possessions, a show integration with GEICO seemed like a slam dunk.
But a challenge remained - how should the brand show up? GEICO wanted to appear prominently in every episode, while SpringHill wanted to preserve as much authenticity as possible.
We settled on a simple solve. Pop-up copy lines appeared throughout each episode, drawing connections between the possessions on display and a relevant GEICO RTB. We also inserted a piece of VO into every episode to offer a general brand message.
Our solution in place, it became my job to make this copy work.
Below are some examples of how it came to life.
From Episode 1
From Episode 4
From Episode 7
From Episode 1
We made GEICO the official sponsor of These Pieces Season 2, weaving the brand into all 9 episodes. Starring Karl-Anthony Towns, Normani and other huge names, this new season showed how even the greatest collections aren't complete without great coverage.
Check it out below to see how everything came together!
