OpenAIFrontier Builders
A portrait campaign spotlighting the founders and engineers building with AI, with photography by Collier Schorr across San Francisco and digital channels.
Role: Creative / Art Direction
Year: 2026
OpenAI is usually talked about through models and capability. For this campaign, the opportunity was to shift the focus from the toolmaker to the builders: the founders turning frontier intelligence into real products, companies, and new categories of work.
The goal was to show that OpenAI is on the side of builders by giving them not just powerful tools, but a platform to amplify their work and expand their visibility.
A portrait campaign for the people building what’s next on OpenAI.
Large-scale portraits appeared on high-visibility billboards and wallscapes across San Francisco, placed in the everyday paths of the tech community. The work was designed to feel present and hard to miss, but still understated — a gallery of builders in the city where many of them build.
On social, the campaign extended the story natively across X, LinkedIn, and Instagram. X gave the builders real-time visibility and shareability; LinkedIn added credibility and explained why the work mattered; Instagram leaned into the human and artful side of the portraiture.
Overview
OpenAI builds the tools. They create the future.
Frontier Builders put the people building with OpenAI on a public stage. The campaign brought their stories to the streets of San Francisco and connected the physical, social, and editorial work around one idea: backing the builders creating what comes next.
Credits
Photography: Collier Schorr
Team: Zach Stubenvoll, Cat Doran, Mariano Cassisi, Marian Chiao, Phil Hadad, Audrey Viola, Carla Tramullas, Kenneth Kuh, Lorraine Yurshansky, Arielle Yael Mokhtarzadeh, Kaitlin Giannetti, Maureen Rappaport.