OpenAI and Special U.S. are back with a new global campaign showing how ChatGPT can help people move from “I don’t know how” to “I did it.”
Titled But Now, the campaign spans 29 markets and includes six films directed by Angelo Cerisara of Biscuit Filmworks. Each spot focuses on a different task that initially feels intimidating, tedious, or out of reach, then reframes ChatGPT as the tool that helps get the person through the figuring-it-out stage.
Special New York led the campaign under executive creative directors Kasia Canning and Estefanio Holtz.
Rather than centering the films on screens or product demos, the creative starts with the outcome.
The ad opens with a would-be wrestler tangled in a painful-looking hold. A man whose wife bet he couldn’t run a 10K is seen grinning his way through the race. Another scenario centers on finally tackling an overstuffed camera roll. Watch below:
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The connective tissue is a chat-box visual that reveals the prompt each person used to get there.
That structure gives the work a simple before-and-after logic: the task felt impossible before. But now, it doesn’t. “OpenAI has a rare reverence for craft, whether it’s coming from their in-house team or in partnership with an agency, and it shows in everything they put into the world,” said Shannon Nunn, president of Special New York.
Nunn added that the work was designed to operate across the funnel while keeping the creative smart and attention-grabbing.
The campaign also marks the second phase of work Special US created for OpenAI.
The earlier Between Us campaign took a more intimate approach, using selfie-style films to capture people asking ChatGPT questions in private, judgment-free moments.
But Now shifts the emphasis from inquiry to accomplishment.
The result is less about what ChatGPT knows and more about what people can do once it helps them get started.
The campaign is rolling out across North America, Latin America, EMEA and APAC.
CREDITS:
BRAND: OpenAI
- Producer: Adrian Gunadi
- Producer: Nicholas Blair
- Creative Director: Lily Wyckoff
- Creative Director: Michael Angelo Dooley
- Creative: Paul Jackson
AGENCY: Special U.S.
- Partner: Kelsey Hodgkin
- Partner: Dave Horton
- Partner: Matthew Woodhams-Roberts
- President: Shannon Nunn
- Executive Creative Director: Kasia Canning
- Executive Creative Director: Estefanio Holtz
- Copywriter: Brooke Chai
- Art Director: Emily Delius
- Executive Producer: Regan Wallace
- PR: Hayley Danke
- Business Affairs Manager: Gabbie De Lara
- Group Account Director: Lily Siff
- Account Manager: Pegah Boroshan
- Head of Strategy: Michael Osbourn
- Strategy Director: Nick Smatt
PRODUCTION COMPANY: Biscuit Filmworks
- Director: Angelo Cerisara
- Partner: Shawn Lacy
- Executive Producer: Laura Regan
- Producer: Marija Dijkic
- Head of Production: Sean Moody
- Director of Photography: Giuseppe Favale
PRODUCTION SERVICES: The Lift Mexico
- Executive Producer: Fuad Abed
VFX: Electric Theatre Collective LA
- Creative Director: Kyle Cody
- Executive Producer: Chris Connolly
- Producer: Dara Ó Cairbre
- Producer: Luke Proctor
- Producer: Mike Facey
- 2D Lead: Rachel Moon
- 2D Lead: Jared Pollack
- 3D Lead: Matteo La Motta
- 3D Lead: Beck Selmes
- Editor: Ben Meredith
- Editor: Robin McGloin
COLOR: Ethos Studio
- Colorist: Dante Pasquinelli
- Producer: Nat Tereshchenko
EDIT: Trim Editing US
- Editor: Josh Mannox
- Executive Producer: Luiza Naritomi
- Executive Producer: Anne Lai
- Producer: Paolo Solarte
MIX: Sonic Union
- Sound: Julienne Guffain
- Sound: Kelly Oostman
- Assistant Engineer: Joey Glick
- Sound Producer: Nathanael Taylor
MUSIC: SoStereo
