OpenAI’s global campaign introduced ChatGPT as a tool for everyone, everywhere.

I worked as the Lead Creative to develop a global performance campaign, shaping how the brand expressed itself across 22 markets. Working at speed and scale, we built a design system from the ground up, bringing through key UI elements from the product to target new users.

We transcreated across each market, building a coherent identity that could flex to different cultures while staying unmistakably OpenAI. The result was a unified global launch that turned AI into something simple, human, and everyday.

Client: OpenAI
Role: Lead Creative
Year: 2025