Description/
OpenAI came to BNS for their first advertising campaign focused on students. Since it was their debut, it also marked the first time ChatGPT needed a motion language — one that we developed closely with the client to capture its tone and personality through movement.
The brief was open, and we helped refine it into a focused visual system that centered on the human experience of typing a thought in real time. By leaning into quick, organic keystrokes, subtle hesitations, and natural corrections, the motion became a direct reflection of how people interact with ChatGPT.
Working alongside a team of designers and cel animators, we explored how composition, timing, and hand-drawn doodles could respond to each prompt — creating a playful yet intentional motion language that brought ChatGPT’s personality to life.
Duties/
Animation Direction, Animation
Prompt Animation Build (Expressions)/
Finals/
Credits/
Chief Creative Officer: Jonathan Notaro
Executive Creative Director: Chris Dooley
Creative Director: Emeric Trahand, Scott Uyeshima
Lead Designer: Chae Park
Designer: Lili Emtiaz, Shirlin Kao, Xtine Tinoso, Portia Barrientos, Tatsumi Taeron, Arantxa Gil, Jieun Lee, Nicolas Gloazzo, Cathy Xiao, Justin Harder, Cindy Li, Paul Um, Lingyi Kong, Jihyun Bae, Victoria Lu, Emeric Trahand, Nin Wang, Abi Goh
Illustrators: Claudia Alexandrino, Karen Hong, Yoon Lee, Yi Chen Kuo, Abi Goh, Alone Lee, Nick Iluzada, Johnny Boardman
2D Animation Director: Gerald Mark Soto
2D Animators: Gerald Mark Soto, Hei Kuok, Felix Hemstadius, Mauricio Villa, Daniel Wenzel, Paul Suh, Pete Germano, Seong Yeop Sim, Abi Fairfax, Jane Liu, Tyler Wergin, John Hwang, Wes Richardson, Mike Constabile, Ken Quemuel
Cel Animation Lead: Jeff Bryson
Cel Animators: Stieg Retlin, Lizzi Akana, Sean Lattrell, Denni Bright, Julia Simas, Jamal Ademola, Reza Iman, Jessica Rowden
Editor: Ryan Rigley
Sound Design & Mix: One Thousand Birds
Executive Producer: Garret Braren
Producer: Kyle McKeveny, Cynthia Louissaint
Associate Producer: Julia Prout
COO: Devin Brook
Executive Creative Director: Chris Dooley
Creative Director: Emeric Trahand, Scott Uyeshima
Lead Designer: Chae Park
Designer: Lili Emtiaz, Shirlin Kao, Xtine Tinoso, Portia Barrientos, Tatsumi Taeron, Arantxa Gil, Jieun Lee, Nicolas Gloazzo, Cathy Xiao, Justin Harder, Cindy Li, Paul Um, Lingyi Kong, Jihyun Bae, Victoria Lu, Emeric Trahand, Nin Wang, Abi Goh
Illustrators: Claudia Alexandrino, Karen Hong, Yoon Lee, Yi Chen Kuo, Abi Goh, Alone Lee, Nick Iluzada, Johnny Boardman
2D Animation Director: Gerald Mark Soto
2D Animators: Gerald Mark Soto, Hei Kuok, Felix Hemstadius, Mauricio Villa, Daniel Wenzel, Paul Suh, Pete Germano, Seong Yeop Sim, Abi Fairfax, Jane Liu, Tyler Wergin, John Hwang, Wes Richardson, Mike Constabile, Ken Quemuel
Cel Animation Lead: Jeff Bryson
Cel Animators: Stieg Retlin, Lizzi Akana, Sean Lattrell, Denni Bright, Julia Simas, Jamal Ademola, Reza Iman, Jessica Rowden
Editor: Ryan Rigley
Sound Design & Mix: One Thousand Birds
Executive Producer: Garret Braren
Producer: Kyle McKeveny, Cynthia Louissaint
Associate Producer: Julia Prout
COO: Devin Brook
Client: OpenAI
Produced by Brand New School
Produced by Brand New School
