"Time to Fly"

14 July 2026

90s

Soar spot.

When people hear "space" and "AI", they tend to think of Elon Musk. Aware that no one wants to think of Elon Musk if they can help it (he's caused enough psychic damage to last a lifetime), OpenAI presents a gorgeous 90" commercial inspired by rocket launches. That's, um, successful rocket launches, mind you—Musk's record with SpaceX is spotty at best.

Director Mark Molloy focuses on three Codex users ready to take their respective projects to the next level. Whatever the missing piece of the puzzle happens to be, the advertised coding agent helps them put it into place. To illustrate this in a way that’s bound to get Musk's knickers in a twist, Molloy and his crew present the launch sequence and then liftoff.

We're about as far from Cape Canaveral as it’s possible to get, with a launch that causes office furniture, stationery, and equipment to shake, rattle, and roll. By the time the cast are put into zero-gravity, the audience feels like it's been taken for a ride in the best possible way. This is in large part down to the mission specialists at Electric Theatre Collective and 750MPH, who work to make this a proper sensory experience.

As a plug for AI, it ticks this sector's lofty, no-limit checkbox with aplomb. If the industry does crash and burn like a rocket, at least the craftsmanship of 'Time to Fly' can be salvaged from the wreckage.

UK

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