OpenAI launched ChatGPT’s first large-scale brand campaign, designed to showcase how people are using ChatGPT in everyday ways to learn, create, and grow. In this :30–one of three spots in a package directed by Miles Jay of production house SMUGGLER for agency Isle of Any–a young man looking to build arm strength wants to be able to do multiple pull-ups by the fall. We see him starting out his training, supported by the regimen introduced to him via ChatGPT.
The three films, including “Pull-Up,” were inspired by real use cases–with Jay capturing authenticity in quietly profound windows of self-discovery,
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Credits
Client OpenAI Elke Karskens, head of international marketing; Zach Stubenvoll, head of creative; Michael Tabtabai, VP global creative. Agency Isle of Any Laurie Howell, Toby Treyer-Evans, chief creative officers, co-founders. Production Company SMUGGLER Miles Jay, director; Patrick Milling-Smith, Brian Carmody, Drew Santarsiero, exec producers; Sue Yeon Ahn, managing director; Stephanie Bruni, producer; Yianni Papadopoulos, production supervisor; Rafaela Hess, commercial coordinator; George Nessis, 1st AD; Arseni Khachaturan, DP; Florencia Martin, Natalie Ziering, production designers. VFX Blacksmith NY Iwan Zwarts, partner; Colin Moneymaker, exec producer; Perry Tate, head of production. Color Grade Ethos Studio Dante Pasquinelli, colorist. Editorial Cartel Leo Scott, editor. Sound Design & Mix Wave Studios Aaron Reynolds, ECD, sound design.
Building on last year’s Effie and Cannes-winning campaign for Aussie telecommunications company Telstra, this chapter of “Together is for Christmas” focuses on what’s important at this time of year--finding your people.
Directed by Steve Rogers from Revolver, in his first-ever animated project, and in partnership with award winning animation company Mathematic, the spot--titled “Ghost & Girl,” out of creative agency Bear Meets Eagle On Fire (BMEOF) and partner shop +61--tells a heartfelt story about two ill-fitting souls who find each other when it matters most.
“We just wanted to create a story with a genuine Christmas soul, without leaning on all the expected tropes,” said Micah Walker, chief creative officer of BMEOF. “Massive thanks to Steve, Revolver and the Mathematic team who’ve put so much into the beautiful film.”
