ChatGSP ft. Georges St-Pierre

Director, creative development support, cinematography, edit, sound design, and final colour.

Concept & Execution

Skilled Trades College brought us in to develop a social-first campaign around Georges St-Pierre. The challenge was: we had one hour with GSP on set, and needed to turn that window into a full campaign.

The idea we landed on was ChatGSP: an AI-style career guide helping young people think through the trades at a time when AI is changing the job market. The concept gave us a strong hook, tied naturally to GSP’s name, and let us build most of the story without needing him on set for the full production.

We shot GSP on greenscreen, then built the hero piece around a young person stuck in his room, unsure what to do with his future, until ChatGSP appears on his phone and points him toward the trades.

Deliverables: Hero video delivered in 3 aspect ratios, plus 6 short-form “Q&A” style videos videos

Results

A useful comparison point is the broadcast-style campaign with GSP that was filmed on the same day as our social campaign. The broadcast campaign had approximately 4-5x the budget and 4 more hours with GSP than our campaign. Both the broadcast campaign and ChatGSP were shared to the same Instagram audience (collab post with GSP). The difference came down to the idea, format, and execution.

Within the first week, the ChatGSP hero reel surpassed the broadcast spot in views, reaching 389K views compared to 377K on the broadcast reel. Even more importantly, ChatGSP drove stronger engagement almost immediately. Within its first 24 hours, the campaign had already generated 3.1K shares, while the broadcast cutdown had generated 285 shares after roughly six weeks live.

More insight comparisons showed the campaign driving approximately 3.3x more interactions, 10x+ more shares, and 4.6x more saves than the broadcast cutdown.

For me, this was the clearest proof of the campaign’s strength: when both pieces had the same celebrity talent and access to the same audience, the social-first concept created more shareable, platform-native behaviour.

Credits

Creative Development & Strategy: Kitty Lana Carr
Creative Director: Samuel Butcher
Social Media Manager: Kyler Marklinger
Sound Recordist: Anthony Boire
Gaffer & Camera Assistant: Gabriel Dinardo
VFX: Arudz Goudsouzian – CGLabs
Client Management: Michael Landry & Nick Monardo