Isle of Any’s mini-movie-style campaign for OpenAI’s ChatGPT continues with two new films from Derek Cianfrance through RadicalMedia. Both once again drop viewers into what feels like the final scene of a deeper story.
The first follows two brothers’ quest to get a truck up and running, driven by the promise from their dad that they can keep it if they succeed. ChatGPT, naturally, becomes a helping hand in the process. The soundtrack, ‘Brain’ by The Action, adds to the tactile, nostalgic tone that has defined the work so far.
The second spot shifts to a business setting. After finding the perfect location for his restaurant, a man turns to ChatGPT to help shape a business plan. The film is soundtracked by Joe Cocker’s live performance of ‘The Letter (Live at The Fillmore)’.
The campaign first launched at the end of September with three spots directed by SMUGGLER’s Miles Jay. Since then, the work has stayed firmly in the same lane, leaning into small, human moments rather than spectacle or tech-heavy storytelling. The latest instalment continues that understated, cinematic approach.
“We loved the idea of the viewer feeling like they had just been dropped into the final scene of a movie, using the prompt and the answer from ChatGPT as a nod to movie credits,” Isle of Any founders Laurie Howell and Toby Treyer-Evans told LBB when the work launched. “We wanted these small moments to feel elevated, and give scale to how Chat helps co-create these small moments in our lives.”
This latest film follows another execution released at the start of January. Also directed by Derek, it was one of many New Year’s campaigns focused on staying fit throughout the year, and soundtracked by Minnie Riperton’s epic ‘Les Fleurs’.
Music continues to play a central role in shaping each instalment. As Laurie and Toby explained at launch, they treated each film as if they were scoring the final scene of a feature, focusing on songs that could credibly close a two-hour movie.
“With so few ingredients to work with, the choice of music became even more important,” they said. “We wanted each film to have its own feel. To feel empowering, have the right shape and instrumentation to feel like a climax. Through lots of experimentation and prototyping, we looked to move around the spectrum to find songs you wouldn’t normally hear in advertising, but more in films.”