Learn to fight, prepare to run 10 kilometers or face a mobile gallery full of photographs waiting to be organized. OpenAI has drawn on six everyday learning and self-improvement situations to explain the role ChatGPT can play when someone is trying to do something that until then was unknown or too complicated.
This is the approach of “But Now”, OpenAI’s new global campaign, created together with Special US and launched in 29 markets in North America, Latin America, EMEA and Asia-Pacific. The work focuses on the learning process and presents ChatGPT as a tool capable of helping users understand how to approach a task and progress until it is completed.
The campaign is comprised of six films directed by Angelo Cerisara of Biscuit Filmworks, and has been led from Special’s New York office, with Kasia Canning and Estefanio Holtz as Executive Creative Directors.
From prompt to result
The pieces choose to directly show what each protagonist has achieved. In one of them, a person who wanted to learn wrestling appears performing a key in front of the television; In another, a man whose wife had bet that he would not be able to run a ten-kilometer race celebrates the challenge accomplished, smiling.
Each of these scenes is accompanied by a representation of the conversation with ChatGPT that allows you to see the prompt used by the protagonist. The campaign thus visually links the initial query with the final result, using the interface as part of the advertising story itself.
The proposal seeks to represent the intermediate moment between not knowing how to do something and being able to do it. Instead of explaining ChatGPT’s capabilities through a list of functions, “But Now” builds small stories around what a person wants to learn.
“OpenAI has a rare respect for the creative craft, both when it comes from its internal team and when working alongside an agency, and it shows in everything it puts into the world”said Shannon Nunn, President of Special New York.
The person in charge considers that the work is designed to work at different moments in the funnel and also points to the impact that the technology itself has had on the agency’s creative process. “Combining that mentality with a technology like ChatGPT, which speeds up our own process, has made creating this campaign a great experience”he explains.
“But Now” represents the second phase of the work developed by Special US for OpenAI. The previous collaboration gave rise to “Between Us”, a series of films made with an aesthetic close to the selfie video and focused on personal moments in which users turned to ChatGPT to seek answers without feeling judged.
With this new release, OpenAI continues to develop product communication based on recognizable use situations, but “But Now” specifically places emphasis on the acquisition of new skills and the ability to tackle tasks that previously seemed out of reach of the user.
