Fast Company goes inside OpenAI's Super Bowl strategy, a suite of documentary-style regional spots profiling real ChatGPT users, including "Growing a Family Tamale Shop," directed by Park Pictures' Chris Wilcha, following the third-generation Ortega family as they use AI to expand their California tamale business.
FastCompany: Inside OpenAI's Super Bowl Ad Playbook, with Chris Wilcha Directing 'Tamale'
2026 February 5
