"The films, running in the United States, UK and Ireland, capture the small moments where ChatGPT lends a hand-helping someone master a recipe, plan a trip, or finally manage a set of pull-ups. Each story is drawn from real prompts and framed as if the technology is simply another tool in the room. It's less about the product and more about the quiet satisfaction of accomplishing something."
"The craft behind the new campaign is as considered as the message. Director Miles Jay shot the spots entirely on 35mm film, giving them a warmth and texture rarely seen in tech advertising. For out-of-home, accompanying photography by Samuel Bradley adds a documentary feel, from London's Old Street Roundabout to the wide streets of Los Angeles. Styling by Heidi Bivens adds a touch of fashion-editorial polish, while OpenAI's in-house team handled creative development and production in collaboration with the agency Isle of Any."
OpenAI launched a large-scale global brand campaign showing everyday moments where ChatGPT assists people with tasks such as mastering recipes, planning trips, or reaching fitness goals. The campaign uses real user prompts and frames ChatGPT as an unobtrusive tool that helps produce quiet satisfaction from small achievements. Elke Karskens described the approach as everyday magic that supports learning, fitness milestones, and creative work. Director Miles Jay shot the spots on 35mm film for warmth and texture, with photography by Samuel Bradley and styling by Heidi Bivens. OpenAI's in-house team produced the work with agency Isle of Any and media partner PHD, placing ads across TV, streaming, and major outdoor sites. ChatGPT also supported production logistics and soundtrack choices favor timeless songs.
Read at Creative Boom
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