Following the launch of ImageGen 2.0, we expanded the campaign into a second wave designed to show the range of ways ChatGPT Images can come to life in everyday moments. The sustain campaign introduced seven new films—Tennis, Manga, Mochi, Lost Cat, Science Class, Retirement, and Soccer—each built around a distinct story, visual language, and use case for the product.
 

Working across creative, production, media, and agency partners, we scaled the campaign across Meta, TikTok, and YouTube, with select films extending into Netflix, HBO Max, Paramount+, and Amazon Prime, alongside a new out-of-home rollout. Building on the visual system established for the launch, the work continued to push ImageGen as both a creative tool and a production medium—creating a broader, more playful campaign that demonstrated the model’s versatility across formats, audiences, and platforms.