The AI 'vibe directing' startup OpenArt has hired a former Salesforce marketer to turn it into a household name

Scott Larson is joining OpenArt AI as its VP of brand marketing.

He first experimented with the platform to create a short film starring a stick of butter about to meet an unfortunate end.

OpenArt/LinkedIn, Scott Larson A version of this post appears in CMO Insider.

Sign up for Business Insider's marketing industry newsletter .

Salesforce and Meta marketing alum Scott Larson says OpenArt AI' s conversational text-to-video generator is the tool he wished he'd had earlier in his career.

The platform helps whizz up short videos, arty images, and music by typing in a few prompts.

OpenArt this week tapped Larson as the company's vice president of brand marketing, the company exclusively told CMO Insider.

He joins in a period of rapid growth for the company, which said it's on track to pass $250 million in annual recurring revenue by the end of 2026.

It's increased its head count to 80 employees over the past year, up from 20, and grown to 8 million monthly users, the company said.

Larson told CMO Insider he's on a mission to make OpenArt "as close to a household name as a creative AI can be." He said the biggest challenge will be to wrap all of OpenArt's different use cases into a single "North Star" story.

It recently launched a new product called Director that lets users describe an idea, visual style, and narrative arc, which it then turns into videos up to 5 minutes long.

It promoted the launch with a cinema and billboard campaign that it hoped would spark a "vibe directing" craze among the creative community.

Others use its platform to create social posts, AI voiceovers, or lyric videos.

It also offers an AI model leaderboard to help its users benchmark different AI video and image models.