OPEN AIFor ChatGPT’s first out-of-home campaign, we made people the heroes. Instead of explaining AI, we reflected the relationship millions already had with it.
Role:
Creative / Art DirectionYear:
2025 - 2026
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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.
Credits
This campaign was photographed by Samuel Bradley and created in collaboration with an incredible team of brand leaders, creatives, makers, and producers.
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