World War Seven’s David Shafei Shares the Making of GEICO’s “Legend of the Lizard” in Forbes

April 12, 2024

“In an era where attention spans dwindle and content consumption patterns evolve, brands are seeking new avenues to engage audiences beyond traditional advertising formats. However, crafting longer-form narratives demands a delicate balance, intertwining brand ethos with storytelling prowess to captivate and resonate with viewers. For GEICO, known for its comedic brand voice and iconic characters like the affable gecko, transitioning into extended storytelling is a natural evolution. “Legend of the Lizard,” a 15-minute mockumentary that explores the origins of the GEICO gecko, did just that - and to great effect.

Garnering a staggering 1.2 billion earned media impressions and earning coverage in Variety, Adweek, and AdAge, this campaign epitomized a well-facilitated implementation of narrative marketing using existing characters and brand voice. The team behind the work recently presented at the BrandStorytelling Speakeasy at SXSW, using the work as a case study for comedic storytelling in the age of entertainment. In this subsequent interview, Ryan Raab (Creative Director at Martin), David Shafei (Co-Founder/Director of WW7), and Michelle Moscone (VP Brand Creative and Content at GEICO) shed light on the ideation, collaboration, and success of their comedic brand project.”

Read more about the making of “Legend of the Lizard” in Forbes!