American Family Insurance - Derek Jeter The Captain

American Family Insurance collaborated with ESPN to create immersive content within the show that elevated the story while seamlessly delivering the brand message. The work leveraged deep fake/CGI technology to enable Derek Jeter to travel back in time and thank many of the important people in his life for helping him achieve his baseball dreams.
Additional social content celebrated Jeter’s legacy and the brand mission. One moment with Brielle Saracini was especially inspiring and would go viral.
Brielle’s father was a pilot on Flight 175 that was hijacked and flown into the South Tower on 9/11. Less than a week after the attack, Brielle addressed a letter to Jeter, who read it and invited her and her family to a Yankee game.
The social video illuminates a relationship that endures based on shared values and a determination to overcome adversity. Brielle admires Derek’s strong belief in the power family. Meanwhile, Derek appreciates and is truly inspired by Brielle’s journey.
Collectively, the authentic content within and surrounding “The Captain” engaged the ESPN audience, connected back to the brand’s core values, and reinforced their belief that, with the right support, any dream is possible.