BRAND CAMPAIGN / OOHThe everyday magic people unlock with ChatGPT
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For ChatGPT’s first out-of-home campaign, we chose not to explain the technology. Instead, we reflected the relationship millions of people were already having with it. Real, everyday moments of learning, making, planning, and figuring things out were observed with cinematic care and transformed into simple, larger-than-life portraits. The work felt tactile, human, and quietly epic, turning billboards into mirrors.
By making people the heroes, the campaign shifted the narrative from what AI can do to what you can do with ChatGPT. It reframed the product from a productivity tool into something more personal, a companion for curiosity, creativity, and everyday progress. The result was a campaign rooted in recognition rather than education, inviting audiences to see themselves and imagine their own story.
Project Overview
ChatGPT was already part of millions of people's lives. But most of the world was still talking about AI like it was something distant, technical, or futuristic. The category was full of product demos, model names, dashboards, prompts, and big claims about what the technology could do.
But that wasn't how people were actually experiencing ChatGPT. They were using it in small, personal, practical ways. To cook something new. Study for something hard. Plan a trip. Train for a goal. Make something. Fix something. Find the right words. Move forward.
The out-of-home campaign showed simple, intimate portraits of everyday progress made more possible with ChatGPT. No product shots. No interface. No technical demos. Just real human moments people could understand at a glance and complete for themselves. OOH became the campaign's most public expression, putting ChatGPT into the places people move through every day. Streets, commutes, neighborhoods, airports, and cultural corridors.
The campaign launched across high-visibility locations in the US, UK, and Ireland. The strategy focused on iconic, high-traffic placements across cultural and commuter corridors, with a 2026 SF takeover designed to own the Big Game moment through airports, downtown SF, the Bay Area, digital, static, and high-impact boards. The work helped shift the story from what AI can do to what people can do with it. It made ChatGPT feel less like abstract technology and more like something present, personal, and useful in everyday life.
OpenAI
Year2025 - 2026
RoleCreative / Art Direction
Photography by Samuel Bradley
Team Created in collaboration with a team of brand leaders, creatives, makers, and producers.
Kate Rouch, Gary Briggs, Michael Tabtabai, Sarah Russell, Kaitlin Giannetti, Maureen Rappaport, Zach Stubenvoll, Anne Oburgh, Cat Doran, Mariano Cassisi, Marian Chiao, Kenny Kuh, Christina Chern, Brian Harlan, Jason Gold, Phil Hadad, Audrey Viola, Carla Tramullas, Josh Cleveland, Elisha Greenwell Dargan, Lorraine Yurshansky, George Qatsha, Julie Morris, Elke Karskens, Aaron Hoffman, Andy Amadeo