{"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":"2026-07-07T18:09:29","modified_gmt":"2026-07-07T22:09:29","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-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\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 - 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<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\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 - 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<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\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<\/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 Q&amp;A-style videos.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image 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\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\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<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\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<\/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 as a 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":4,"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/pages\/422\/revisions"}],"predecessor-version":[{"id":435,"href":"https:\/\/www.byemarcel.com\/index.php?rest_route=\/wp\/v2\/pages\/422\/revisions\/435"}],"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}]}}