OpenAI / A Joma Tech campaign
One cinematic parody.
Two playful AI builds.
Made for every screen.
OpenAI
Story, craft & the build
Native vertical + horizontal
Social + long-form video
Public platform counts / 11 November 2026
Creative direction
Joma developed three original executions for OpenAI: a mouth-controlled guitar effect, an AI employee joining a physical office, and a cinematic dishwasher parody. Each gave the technology a tangible, unexpected premise and a story of its own.
The two standalone build-led shorts made experimentation part of the entertainment. The hero film took that creative ambition into a fully produced narrative, with the visual craft, performances and comic timing to make an everyday premise feel cinematic.
Creative approach
A musical experiment, an office joke and an everyday chore gave each execution a distinct starting point. Joma built the stories around those ideas, making the technology part of the action and the humor.
The parody received the care of a film in its own right. Considered cinematography, character performances and precise editing gave its absurd premise a polished, convincing world.
Each build-led short followed a separate experiment from concept to a working result. The making carried the story, and the finished invention delivered the payoff.
The hero film / Narrative parody
Joma gave a deliberately absurd domestic premise the scale and attention of a cinematic production. ChatGPT for Dishwashing combined original narrative, committed performances and a carefully constructed visual world. The ambition carried through the full film, with the craft serving the comedy at every step.
The build-led shorts
These were two independent creative builds: an expressive musical experiment and an AI colleague brought into the room. Each turned practical AI use into its own entertaining story.
Building short / One
Joma used ChatGPT and Codex to build a mouth-controlled guitar wah effect. The experiment turned facial movement into musical expression, with the invention and its demonstration driving the short.
Building short / Two
Joma brought an AI employee into a physical office through Vision Pro and an animated character. The build made a return-to-office joke tangible, giving a familiar workplace idea an unexpected technological form.
Made for the destination
The campaign was captured natively in both horizontal and vertical formats, with compositions designed for each frame. Widescreen staging gave the narrative film its cinematic scale; native vertical capture carried the same care into the mobile experience.
The response
A cinematic parody and two original builds gave people different reasons to watch, react and share.
Alongside the public audience response, the work drew engagement from technology figures including Yann LeCun and Tibo. LeCun’s reply captures the humor at the heart of the campaign.
Explore the film on X