CREATIVE DIRECTION FOR CHATGPT BRAZIL LAUNCH CAMPAIGN 2026 OPEN AI LATAM
Open AI Team // Head of Creative: Julia Hoffman / Creative Director & Photo Lead: Carla Tramullas / CD, International: Dean Wei / CD, Copy: Rogo Castro / CD, Art Direction: Pedro Sampaio / Designer: Laryssa Ramos / Head of Production: Gemma Kinight / Director of Production: Marcelo Negri / Head of Marketing LATAM: Maria Clara Fleury / Marketing team: Mari Pachaly and José Porto
Film Director: Larissa Zaidan / Production Company: Kaus Film / 2nd unit director: Henrique Baretto / DOP: Mariano Monti / Art Director: Lauren Ferreira / Costume Design: Marina Vieira / Music & Sound Design: Evil Twin
Open AI Team // Head of Creative: Julia Hoffman / Creative Director & Photo Lead: Carla Tramullas / CD, International: Dean Wei / CD, Copy: Rogo Castro / CD, Art Direction: Pedro Sampaio / Designer: Laryssa Ramos / Head of Production: Gemma Kinight / Director of Production: Marcelo Negri / Head of Marketing LATAM: Maria Clara Fleury / Marketing team: Mari Pachaly and José Porto
Film Director: Larissa Zaidan / Production Company: Kaus Film / 2nd unit director: Henrique Baretto / DOP: Mariano Monti / Art Director: Lauren Ferreira / Costume Design: Marina Vieira / Music & Sound Design: Evil Twin
This project marked ChatGPT’s first campaign in Brazil, launched during the 2026 FIFA World Cup. Inspired by the country’s excitement around the tournament, the campaign explored everyday moments where ChatGPT helps people enjoy the games—from organizing a team’s work schedule so everyone can leave early to watch a match, to previewing what someone would look like with green-and-yellow hair before making the change. The production involved six days of shooting and resulted in four hero films alongside a large-scale out-of-home (OOH) campaign.
As Creative Director, I helped shape the creative vision from concept through execution. I collaborated on the development of the films and led the entire OOH workstream, creating design solutions for a wide range of challenging media formats while ensuring consistency across every touchpoint. From iconic billboards and corner placements to extremely wide and vertical formats, the challenge was to adapt the creative without compromising the brand’s visual language.
To give the campaign a distinct cinematic feel, we partnered with director Larissa Zaidan and chose to shoot each film as a continuous one-shot. We also worked with a film music researcher to curate original Brazilian soundtracks, uncovering lesser-known songs that brought authenticity and emotional depth to each story.
As Creative Director, I helped shape the creative vision from concept through execution. I collaborated on the development of the films and led the entire OOH workstream, creating design solutions for a wide range of challenging media formats while ensuring consistency across every touchpoint. From iconic billboards and corner placements to extremely wide and vertical formats, the challenge was to adapt the creative without compromising the brand’s visual language.
To give the campaign a distinct cinematic feel, we partnered with director Larissa Zaidan and chose to shoot each film as a continuous one-shot. We also worked with a film music researcher to curate original Brazilian soundtracks, uncovering lesser-known songs that brought authenticity and emotional depth to each story.
