OpenAIWith ChatGPT
A campaign celebrating the everyday progress people make with ChatGPT, told through human portraits across out-of-home and editorial placements.
Role: Creative / Art Direction
Year: 2025–2026
-
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.
Overview
Human portraits of everyday progress showed how people use ChatGPT to learn, make, plan, and move forward.
The campaign ran across the US, UK, and Ireland, with a 2026 San Francisco expansion spanning airports, downtown, and the Bay Area.
Credits
Photography: Samuel Bradley
Team: 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.