{"id":422,"date":"2026-07-03T16:23:15","date_gmt":"2026-07-03T20:23:15","guid":{"rendered":"https:\/\/www.byemarcel.com\/?page_id=422"},"modified":"2026-07-03T16:28:49","modified_gmt":"2026-07-03T20:28:49","slug":"chatgsp-ft-georges-st-pierre","status":"publish","type":"page","link":"https:\/\/www.byemarcel.com\/?page_id=422","title":{"rendered":"ChatGSP ft. Georges St-Pierre"},"content":{"rendered":"\n<p>Director, creative development support, cinematography, edit, sound design, and final colour.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"ChatGSP - HERO\" src=\"https:\/\/player.vimeo.com\/video\/1206849520?dnt=1&amp;app_id=122963\" width=\"1200\" height=\"675\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-group is-layout-grid wp-container-core-group-is-layout-6be84c55 wp-block-group-is-layout-grid\">\n<figure class=\"wp-block-embed alignleft is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-9-16 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"ChatGSP - AI-Proof\" src=\"https:\/\/player.vimeo.com\/video\/1206854230?dnt=1&amp;app_id=122963\" width=\"563\" height=\"1000\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed alignright is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-9-16 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"ChatGSP - Motivation\" src=\"https:\/\/player.vimeo.com\/video\/1206854229?dnt=1&amp;app_id=122963\" width=\"563\" height=\"1000\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-9-16 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"ChatGSP - Graduate\" src=\"https:\/\/player.vimeo.com\/video\/1206854228?dnt=1&amp;app_id=122963\" width=\"563\" height=\"1000\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Concept &amp; Execution<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The idea we landed on was <strong>ChatGSP<\/strong>: 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\u2019s name, and let us build most of the story without needing him on set for the full production.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Deliverables:<\/strong> Hero video delivered in 3 aspect ratios, plus 6 short-form &#8220;Q&amp;A&#8221; style videos videos<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-grid wp-container-core-group-is-layout-6be84c55 wp-block-group-is-layout-grid\"><div class=\"wp-block-image\">\n<figure class=\"alignleft size-large\"><a href=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080.png\"><img loading=\"lazy\" decoding=\"async\" width=\"472\" height=\"1024\" src=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080-472x1024.png\" alt=\"\" class=\"wp-image-411\" srcset=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080-472x1024.png 472w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080-138x300.png 138w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080-768x1665.png 768w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080-709x1536.png 709w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080-945x2048.png 945w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_080.png 1179w\" sizes=\"auto, (max-width: 472px) 100vw, 472px\" \/><\/a><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><a href=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046.png\"><img loading=\"lazy\" decoding=\"async\" width=\"472\" height=\"1024\" src=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046-472x1024.png\" alt=\"\" class=\"wp-image-412\" srcset=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046-472x1024.png 472w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046-138x300.png 138w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046-768x1665.png 768w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046-709x1536.png 709w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046-945x2048.png 945w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Image_20260306_090531_046.png 1179w\" sizes=\"auto, (max-width: 472px) 100vw, 472px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Screenshot-2026-07-03-at-1.50.26-PM.png\"><img loading=\"lazy\" decoding=\"async\" width=\"978\" height=\"760\" src=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Screenshot-2026-07-03-at-1.50.26-PM.png\" alt=\"\" class=\"wp-image-413\" srcset=\"https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Screenshot-2026-07-03-at-1.50.26-PM.png 978w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Screenshot-2026-07-03-at-1.50.26-PM-300x233.png 300w, https:\/\/www.byemarcel.com\/wp-content\/uploads\/2026\/07\/Screenshot-2026-07-03-at-1.50.26-PM-768x597.png 768w\" sizes=\"auto, (max-width: 978px) 100vw, 978px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Within the first week, the ChatGSP hero reel surpassed the broadcast spot in views, reaching <strong>389K views<\/strong> compared to <strong>377K<\/strong> on the broadcast reel. Even more importantly, ChatGSP drove stronger engagement almost immediately. Within its first 24 hours, the campaign had already generated <strong>3.1K shares<\/strong>, while the broadcast cutdown had generated <strong>285 shares<\/strong> after roughly six weeks live.<\/p>\n\n\n\n<p>More insight comparisons showed the campaign driving approximately <strong>3.3x more interactions<\/strong>, <strong>10x+ more shares<\/strong>, and <strong>4.6x more saves<\/strong> than the broadcast cutdown.<\/p>\n\n\n\n<p>For me, this was the clearest proof of the campaign\u2019s 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Credits<\/h2>\n\n\n\n<p>Creative Development &amp; Strategy: Kitty Lana Carr<br>Creative Director: Samuel Butcher<br>Social Media Manager: Kyler Marklinger<br>Sound Recordist: Anthony Boire<br>Gaffer &amp; Camera Assistant: Gabriel Dinardo<br>VFX: Arudz Goudsouzian &#8211; CGLabs<br>Client Management: Michael Landry &amp; Nick Monardo<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Director, creative development support, cinematography, edit, sound design, and final colour. Concept &amp; 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"class_list":["post-422","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/pages\/422","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=422"}],"version-history":[{"count":3,"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/pages\/422\/revisions"}],"predecessor-version":[{"id":428,"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/pages\/422\/revisions\/428"}],"wp:attachment":[{"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}