OpenAI
OpenAI's cinematic tech campaigns, documentary portraits and Super Bowl spots across AI
Featured OpenAI projects
This week's top OpenAI projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
OpenAI · But Now
OpenAI's latest campaign, titled But Now, spans a series of cinematic vignettes that lean into action-oriented narratives. The project, directed by Biscuit Filmworks, utilizes a moody, live-action technique to explore its subject matter through high-contrast visual storytelling. Production service for the spot was provided by Max Cooper and William McVay. The final output features post-production by Ethos Studio and William McVay, with sound design and music curation managed by Sonic Union and SoStereo.
OpenAI · Time to Fly
OpenAI presents Time to Fly, a commercial campaign exploring the integration of voice-controlled software into domestic and professional environments. The film follows various individuals as they engage with AI tools while navigating mundane daily tasks, from heating meals to morning routines. Produced by Smuggler with agency Alto, the project utilizes cinematic, live-action techniques to frame its narrative. Through moody lighting and tight framing, the visuals focus on the intersection of advanced technology and personal space.
OpenAI · Minne Atairu
OpenAI spotlights interdisciplinary artist Minne Atairu in this video profile, exploring the intersection of her creative practice and the development of artificial intelligence. Produced by Even/Odd, the piece features candid interviews alongside observational footage of Atairu at work in a studio environment. Employing a documentary aesthetic, the profile documents the artist’s approach to storytelling and historical inquiry. The film utilizes a live-action technique to ground the technical subject matter within a clean, personal narrative.
OpenAI · Lyndon Barrois
OpenAI profiles animator Lyndon Barrois in this documentary-style short, highlighting the meticulous detail behind his miniature sculpture and character work. The film explores the intersection of traditional animation craft and modern technical innovation through a series of intimate, observational shots. Produced by Even/Odd, the project utilizes live-action technique and natural light to capture the artist at work within his studio. The aesthetic remains clean, focusing on the tactile nature of his process and the specific tools of his trade.
OpenAI · Tamales
OpenAI presents 'Tamales,' a documentary-style project exploring the evolution of a traditional culinary business as it transitions into a formal commercial operation. Produced by Park Pictures US, the film tracks the intersection of heritage techniques and modern digital workflows. The project utilizes a live-action technique to capture the rhythm of food preparation within commercial kitchens, juxtaposed against scenes from market stalls and collaborative office environments. The visual language favors a warm and clean aesthetic to ground the narrative in the day-to-day realities of business growth.
OpenAI · Super Bowl 2026 | Codex | You Can Just Build Things
OpenAI presents a series of vignettes for their Super Bowl 2026 campaign, Codex. The spot leans into human ingenuity by highlighting intimate, everyday moments of creation, from constructing a marble track to assembling circuits and classroom participation. The film features a cinematic, live-action technique, relying on a mix of natural light and warm indoor illumination to emphasize the tactile nature of the scenes. The narrative focuses on the process of building and discovery, capturing close-ups of hands engaged in manual and digital tasks. Production was handled by Doomsday Entertainment, with VFX and post-production by Ben Conway and sound design provided by Barking Owl. The project was developed in-house by OpenAI.
Project OpenAI · Brand Identity
For the OpenAI DevDay conference, design studio Play developed a comprehensive brand identity that balances modular precision with a vibrant color palette. The visual system integrates pixelated geometric patterns and structured typography across a wide array of event touchpoints, from environmental wayfinding signage and architectural installations to motion-heavy presentation materials. The project leans into a clean, minimalist aesthetic, utilizing natural light and matte textures to anchor the identity in a modern, corporate setting. Throughout the event collateral—including staff badges, branded apparel, and digital schedule displays—the design employs a distinct graphic language of blocky color compositions, serif typography, and modular grids. Execution includes a range of motion graphics and print deliverables that emphasize a programmatic design approach. By pairing sophisticated minimalist layouts with dynamic geometric motifs, the identity establishes a cohesive atmosphere for the technology industry conference.
OpenAI · Trip
OpenAI presents 'Trip,' a digital campaign for its platform showcasing travel planning capabilities. The project features a live-action documentary style, centering on two travelers navigating a winding mountain route. Through a raw aesthetic and warm lighting, the creative narrative explores the practical application of the app's planning features in a real-world context. The project was developed by Isle of Any, with sound design and original music provided by Wave Studios NY.
OpenAI · Dish
OpenAI presents Dish, a commercial spot captured in a warm, sunlit apartment setting. The film utilizes a naturalistic live-action technique to document a candid domestic exchange between two characters, focusing on the interplay of conversation and food. Developed by the agency Isle of Any, the project leans into soft indoor lighting to create an intimate atmosphere. Sound design and music for the campaign were provided by Wave Studios NY.
OpenAI · Pull Up
OpenAI’s 'Pull Up' project captures a focused fitness progression through a series of observational sequences. Following a young man on an outdoor training regimen, the film maps an eight-week exercise plan with clear, actionable text overlays that break down core movements and schedules. The creative approach, developed by Isle of Any, leans into a cinematic, live-action technique. The production utilizes natural light to frame the athlete’s efforts against a twilight backdrop, maintaining a clean aesthetic that highlights the physical progression of the training cycle. Sound and music production were provided by Wave Studios NY.
OpenAI · All Progress Has A Starting
OpenAI presents All Progress Has A Starting, a motion graphics campaign that explores minimalist visual communication. The project utilizes a dot matrix aesthetic to render abstract figures and geometric patterns, demonstrating a high-contrast, rhythmic approach to digital storytelling. Developed by creative agency Droga5 New York and production house Builders Club, the work leans into an artistic, clean visual language. Technical execution was supported by DOMA on VFX and post-production, with sound design and original music provided by Wave Studios NY.
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