OpenAI

How do you make AI feel human?

That was the brief. ChatGPT was about to show up everywhere students live: billboards, train platforms, subway tunnels, coffee cups. It needed to feel less like tech and more like a study buddy.

As Creative Director, I led the campaign and directed motion partners Brand New School, leaning on my animation and advertising background to shape a system that could hold warmth at scale. Weeks of exploration, dozens of killed directions, and tight collaboration with illustrators, animators, and stop-motion artists across teams and time zones.

The answer: hand-drawn illustration paired with minimalist UI. Soft around the edges, quietly useful. Over 40 unique animations and static visuals, built to live anywhere a student might be asking a big question.

It helped define how ChatGPT shows up in the real world. Not as software. As something closer to a margin doodle.