OpenAI Launches First ChatGPT Campaign, Shot on 35mm and Made In-House with Isle of Any
OpenAI launches its first major ChatGPT campaign, shot on 35mm for warmth and restraint. Built in-house with Isle of Any, it shows proof-led stories from real workflows.
OpenAI launches first major brand campaign for ChatGPT
OpenAI has rolled out its first major campaign for ChatGPT. The work was created in-house with creative agency Isle of Any and shot on 35mm film.
This move signals a clear intent: make ChatGPT feel human, useful, and part of everyday creative work. The choice of 35mm brings texture and restraint that digital often flattens.
Why 35mm matters for a tech product
Film adds grit, imperfection, and depth. That softens a tech-forward message and builds trust with audiences who value craft.
It also forces tighter decisions. Shorter rolls. Fewer takes. Clearer ideas. That discipline often leads to stronger storytelling.
Inside the creative setup
OpenAI handled the campaign in-house, partnering with Isle of Any. That blend pairs product intuition with outside perspective, reducing the gap between idea and execution.
The format choice suggests a focus on simple scenes and human moments over flashy VFX. Expect concise stories that show how ChatGPT fits into real workflows.
What matters for creatives and marketers
- Lead with proof, not promises. Show use cases in context. Keep scripts tight and visual language simple.
- Use analog cues to build warmth. Film grain, practical lighting, and real locations can add credibility to AI-first narratives.
- Ship fast with a hybrid team. Pair in-house product knowledge with a sharp external partner to keep ideas bold and grounded.
- Think in systems. Cut assets for OOH, short social, and longer case edits from the same narrative spine.
- Measure for belief, not clicks alone. Track brand lift, ad recall, and save-time metrics alongside acquisition.
If you're planning your own AI-focused campaign
- Pick one clear promise. One job ChatGPT helps with. Build the story around that job and a single human payoff.
- Design for texture. Even if you shoot digital, add practical elements that feel lived-in. Avoid glossy, generic AI tropes.
- Prototype the message in product. Let the spot reflect real prompts, outputs, and constraints.
- Release in chapters. Tease the core idea, follow with context, then a proof-heavy case edit.
Resources
Bottom line
OpenAI is framing ChatGPT through a human lens: fewer effects, more intention. For creative teams, the takeaway is simple-clarify the job your product does, show it in real life, and let restraint do the work.
