As OpenAI expanded what AI could do, the brand challenge was to make those possibilities meaningful in everyday life. Their products needed to feel both extraordinary in their potential and approachable in their use. The creative opportunity was to bring that balance to life through stories that put people, their ambitions, and their curiosity at the center.
Meeting that challenge meant building a global creative team that could move at the pace of OpenAI and bring a consistent brand to life across global markets. I led that effort at DEPT®, bringing together copy, design, motion, and production to create work that felt distinctly OpenAI while connecting with people across cultures and everyday contexts.
As Global Creative Director, I built th creative performance engine across B2B and B2C, connecting concepting, testing, and iteration to keep pace with OpenAI. Each round of learning helped us refine the work and explore new creative directions.
One brand, expressed across platforms and cultures.
From motion to live action, we adapted stories, language, and formats to feel native to each audience and channel while staying distinctly true to the brand DNA.
Building the intelligence behind
the work.
Connected AI modules brought audience insights, brand guidance, and campaign learnings into the creative process. From sharper briefs and new creative territories to actionable feedback and QA, the system I generated gave the team more room to explore while making what we learned easier to apply to the next round of work.
Introducing The Hive
One visual language. More room to explore.
A custom image generation module translates OpenAI’s distinctive look into a repeatable creative process, giving the team room to explore new subjects and scenarios while maintaining a consistent brand expression.
Selected images generated through the custom module.
From innovation to iteration
Every creative in market opened the opportunity to learn which everyday need and motivations moved our audiences from curiosity to action to repeat use. Results included more than twice the incremental active users at roughly half the cost, with comparable media spend.
From a team of 8 to 60 in 6 months. Built for performance.
The team grew to support a broader ambition: deliver at scale while continually finding new ways to improve the work. Building from 8 to 60 meant adding the talent and structure to run more tests, explore more ideas, and put what we learned into market faster. That growth made testing and innovation a sustained part of the operation.