# OpenAI - You Can Just Build Things [With Hardware] by OpenAI

A high-tempo promotional reel highlighting how OpenAI Codex powers hardware projects, from race cars and polar exploration rovers to handheld retro gadgets and creative electronics.

- Company: OpenAI
- Duration: 0:17
- Type: Advertisement
- Objective: Build awareness
- Industry: AI
- Audience: Developer
- Medium: Mixed media, Typography, Live action, Product UI
- Style: Technical, Bold, Kinematic
- Techniques: Kinetic type, Compositing, Rapid cutting, Split screen
- Structure: Manifesto
- Pace: Fast
- Audio: Music-led
- Format: Landscape

## Observations

- Code overlays in terminal monospace font annotate each prototype with contextual C++ and system simulation snippets.
- Combines vintage electronics imagery with cutting-edge prototypes to evoke maker and hacker culture.
- Rhythmic cutting timed precisely to a driving synth and electronic percussion soundtrack.
- Concludes with the recognizable OpenAI brand lockup animated through digital horizontal scanlines.

## Moments

### 0:00–0:03 · Kinetic Type Intro

Bold typography flashes over hardware clips reading: 'You can bring your ideas to life with Codex'.

Tags: Kinetic type, Hook, Typography

Link: https://motionreference.com/reference/642084e1-4c50-4854-afc8-a5c071d7b8d2?t=0 · Moment id: `642084e1-4c50-4854-afc8-a5c071d7b8d2-m0`

### 0:03–0:07 · Robotics and Vehicle Systems

Fast-paced montage featuring an OpenAI-branded race car, an Arctic exploration rover, and an autonomous miniature forklift with simulated code layers.

Tags: Compositing, Hardware, Robotics

Link: https://motionreference.com/reference/642084e1-4c50-4854-afc8-a5c071d7b8d2?t=3 · Moment id: `642084e1-4c50-4854-afc8-a5c071d7b8d2-m1`

### 0:07–0:12 · Prototypes and Creative Hardware

Showcase of varied maker gadgets including an e-ink camera, an animated pixel art display, field controller sensors, and an interactive digital cosmetic mirror.

Tags: Rapid cutting, Prototyping, Makers

Link: https://motionreference.com/reference/642084e1-4c50-4854-afc8-a5c071d7b8d2?t=7 · Moment id: `642084e1-4c50-4854-afc8-a5c071d7b8d2-m2`

### 0:12–0:17 · Manifesto Tagline and Logo Lockup

The phrase 'you can just build things [with hardware]' appears over black, transitioning into a scanline-animated OpenAI logo.

Tags: Kinetic type, Logo reveal, Manifesto

Link: https://motionreference.com/reference/642084e1-4c50-4854-afc8-a5c071d7b8d2?t=12 · Moment id: `642084e1-4c50-4854-afc8-a5c071d7b8d2-m3`

## Links

- Motion Reference page: https://motionreference.com/reference/642084e1-4c50-4854-afc8-a5c071d7b8d2
- Watch: https://attachments.are.na/51469329/1a41aad15133818290b978e221f7baa9.mp4?1792133024
- Original: https://x.com/OpenAIDevs/status/2110855363616763922/video/1
- Video id: `642084e1-4c50-4854-afc8-a5c071d7b8d2` (use with the MCP tools get_reference, get_breakdown and get_related_references)

Cite the Motion Reference page and credit OpenAI when you use this.