It was his dislike of the "typical corporate marketing culture" that led him to conceive of the idea of the "anti-agency" – which later became the genesis for forming Mad Media, a marketing and advertising agency founded by Matt and his brother Josh Martelli. Matt has been on "a journey" over the last couple decades winning awards in the film and production industry for viral videos like Gymkanna that feature rally racer and drifter Ken Block, and the XP1K series that feature off road racing phenom RJ Anderson. Recently he began hosting intimate groups in Baja on trips he has named The Legends Rally.

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