In summer 2026 I worked with the ETC NYC team to design and animate typography on two sets of commercials for OpenAI.

The typography might look very minimal but it was a huge creative and technical challenge as the campaign was shot three times: once with international talent, once with Korean talent and again with Japanese talent.

Localisation for dozens of languages x all social formats resulted in a list of 2016 deliverables which we tracked meticulously as they went through our pipeline from motion to Flame.

All this plus working New York hours meant a challenging two months but we hit all the deadlines and delivered the job.

A lot of people worked on this and I’ve forgotten many names but my co-motion designer was Mikhael Villegas, the director was Angelo Cerisara, senior producer for ETC was Dara Ó Cairbre and the compositing team included Rachel Moon, who encouraged me to make use of my shockingly bad Korean language skills.