Special US and OpenAI launched "But Now", a global campaign across 29 markets with six films directed by Biscuit Filmworks' Angelo Cerisara. Each spot lands on a mastery moment: a painful wrestling hold in a ring, a grinning 10k victory lap after a spouse's bet, and other scenarios where figuring something out used to feel out of reach.
Executive creative directors Kasia Canning and Estefanio Holtz led from Special's New York office. Each film carries a chat-box overlay that shows the prompt the protagonist used, so the audience sees the path and the finished picture together. It is the second OpenAI phase from Special US after the selfie-style "Between Us" series.
