OOH CampaignOpenAI
Frontier Builders
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.
OpenAI builds the tools.
They create the future.
Frontier Builders turned OpenAI's role into something more human. Not just the company building frontier models, but the company backing the people using them to create what comes next. The campaign gave a new generation of AI-native founders a public stage, brought their stories into the streets of San Francisco, and connected the physical, social, and editorial experience into one simple message.
OpenAI
Year
2026
Role
Creative / Art Direction
Photographed by 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