The objective of Dear GPT was to reframe how artificial intelligence is perceived and used in brand communication — not as a transactional tool driven by commands, but as an emotionally charged interlocutor shaped by human vulnerability, desire, and subjectivity.
By treating prompts as personal letters rather than technical inputs, the campaign aimed to humanize the interaction between people and AI, revealing how emotional intent influences machine responses and how that perceived closeness can create deeper trust, clarity, and engagement.
Ultimately, Dear GPT sought to demonstrate that the power of AI in storytelling does not lie in automation, but in its ability to reflect human emotion — and to translate that intimacy into meaningful brand conversations and high-intent decision-making.
Strategy & Execution
The strategy behind Dear GPT began with understanding the category before disrupting it.
We first analyzed the tone of communication used by competing luxury real estate developments, identifying how brands differentiated themselves through similar aesthetics and aspirational language. To test emotional response before reinventing the narrative, we launched four ad variations that emulated the dominant tonal styles of our competitors and deployed them to our initial target segment.
This controlled test allowed us to identify which tones generated stronger engagement and intent—establishing an emotional baseline.
Once identified, we made a deliberate pivot away from traditional real estate language. We observed a cultural shift in how people interact with AI: prompts were no longer commands, but emotionally charged messages shaped by context, vulnerability, and desire. This insight reframed the strategy.
Dear GPT replaced real estate copy with prompt-like storytelling, using AI as a narrative lens to explore emotional closeness, trust, and decision-making.
The campaign was executed using a human-curated AI workflow, where technology supported sensitivity rather than automation.
Content was written as intimate prompts—letters and reflections addressed to AI—mirroring the emotional way people communicate with intelligent systems today. Visually, the campaign moved away from glossy real estate aesthetics toward minimal, restrained compositions that reinforced the feeling of a private dialogue.
AI enabled rapid narrative variation while preserving tone and intent. All outputs were curated and refined by the creative team to ensure authenticity and clarity.
By aligning emotional storytelling with AI-assisted iteration, Dear GPT transformed how luxury real estate communication feels—less transactional, more human.
Dear GPT delivered outcomes that are highly uncommon in luxury real estate—particularly in a cautious and uncertain market.
The campaign generated 50+ high-intent leads from buyers actively considering residences above $2M, including premium $2.95M units. Notably, these inquiries came directly to the developer, bypassing traditional broker-led acquisition—an atypical result for high-end residential projects.
As qualified demand emerged digitally, brokers independently reached out to increase paid media investment, recognizing the campaign’s ability to surface real buyer intent at a time when digital lead generation in luxury real estate is rare and often ineffective.
In parallel, the campaign achieved 78M+ media reach and 570+ earned press placements, including AP, Bloomberg, and Newsbreak, and was recognized as Best Ocean-View Residences in Fort Lauderdale for 2025 by the Evergreen Awards.
As a direct result of this performance, the client approved a 100% increase in budget for the second promotional phase of a new development in Fort Lauderdale—reinforcing Dear GPT as a scalable model for future luxury real estate launches.
