OpenAI - ChatGPT Pull Up 2025

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OpenAI presents 'Pull Up,' a digital platform campaign for ChatGPT that explores the integration of artificial intelligence into physical training routines. The narrative centers on a structured 8-week progression plan, visualized through a user's evening workout session captured in live-action. The commercial utilizes natural light and a warm color palette to capture the athlete's movement against a twilight backdrop. Production was led by SMUGGLER, with creative input from Isle of Any and post-production work delivered by Blacksmith and Ethos Studio. Wave Studios NY provided the sound design for the horizontal format spot.