OpenAI: Super Bowl 2026 | Codex | You Can Just Build Things

Feb 2026

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.

Horizontal, Cinematic, Nostalgic

TVC / TV Commercial