Not epic. Not fantastical. Not futuristic. The message by New York agency, Isle of Any, for OpenAI’s new brand campaign, is that AI has become an integral part of our culture. The campaign films simply show how AI is finding a helpful place in everyday life. The UK-Ireland and US campaign is a series of homespun stories in which ChatGPT helps people to master a recipe, learn, plan a trip and achieve a set of pull-ups. The films show people using ChatAI naturally. This is not a new tech campaign. Not about “disruption” or a “new world order”. The message that AI is a helpful tool for mastering (sometimes little) things in life, is clear.

Each story was built from real prompts and shows the AI answer. The films were shot on 35 mm film by Smuggler director, Miles Jay, to give them warmth. The documentary feel of the OOH ads (produced by OpenAI’s in-house team) is captured by photographer, Samuel Bradley.

The campaign is dramatically different from OpenAI’s Super Bowl ad in February, just as ChatGPT usage is dramatically different now versus then.

The new work is running in the UK until the end of the year in sports broadcasts and primetime shows across streaming and TV on ITV, Sky and Channel 4. through to the end of the year. OOH is running across the US and UK. Global media strategy and placement were led by PHD.

Credits
Client: OpenAI
Marketing Director: Elke Karskens
Executive Creative Director: Zach Stubenvoll
VP Creative: Michael Tabtabai

Creative Agency: Isle Of Any
Founders Toby Treyer-Evans & Laurie Howell
Production: Smuggler
Director: Miles Jay
DoP:  Arseni Khachaturan

Post Production & VFX: Blacksmith & Ethos Studio
Editing: Cartel
Editor: Leo Scott
Music & Sound: Wave Studios NY
Sound Engineer: Aaron Reynolds