The Greatest Game

Part of a logo with the word 'MARURI' in brown letters on a white background.
Logo of La Radio Redonda FM with a soccer ball, on a grassy background.

Collaborating with Independent Global Creative Agency, MARURI, we helped produce a one-of-a kind radio broadcast for a football match like no other.

Radio stands the test of time because of how every listener paints a unique picture in their mind of what they hear. This is particularly true of sports broadcasts and commentary.

MARURI wanted to lean into this idea, by creating an AI amplified radio broadcast for ‘The Greatest Game’, a fantasy match that would pit the most famous (and infamous) football players of the past 50 years against each other and really find out who is the GOAT.

Using a combination of AI and football fandom, we scripted a 90 min radio broadcast that was simulcast across three national radio stations in South America. Not even the commentators knew what to expect.

  • We used Chat GPT ‘Deep Research’ to help build two definitive football squads including subs and managers. We asked the AI to dig into the stats across their full careers and make sure each team (The Immortals & The Legends) were carefully balanced so the individual players were pitted against their ultimate adversary.

    Once we had our teams, we prompted a custom GPT to produce 90 mins of football radio commentary in the classic style of Andres Cantor.

    We gave the AI carte blanche and repeatedly asked it to refer back to its original research so it could decide statistically who would beat who and create its own colourful metaphors and descriptive language.

    This was a process of iteration. AI hallucination meant a lot of action became repetitive and over the course of the match the commentary got worse. We found that prompting and generating in 10 min chunks maintained the excitement and kept the action fluid.

    The script was sent to the radio stations and the commentators were not told of what to expect - their palpable excitement in the film is 100% genuine.