Anthropic - Claude AI
The Project
Claude is an AI assistant built by the team at Anthropic, but the brief wasn’t to make something that felt techy or futuristic. Quite the opposite. We were asked to create a film that felt human first, with people at the centre, not the software. The goal was to introduce Claude in a way that felt friendly and reassuring, like a tool made by real people for other real people trying to get their work done a bit better.
Insight + Strategy
Instead of screens, code or shiny AI visuals, we used film-camera-style photos of the Anthropic team. Slightly imperfect, a bit nostalgic, the kind of images that feel familiar rather than polished. We set it all to a relaxed, jaunty instrumental that gave the film an easy rhythm and kept things feeling light. Seeing friendly faces, shared moments and quiet teamwork helped shift the focus from “this is AI” to “this is something built together, by people who care”.
The Result
The final film feels cosy and approachable, with a gentle sense of nostalgia running through it. It explains what Claude does and why it’s useful, but without ever leaning too hard into tech language or AI hype. Instead, it leaves you with the sense that this is a thoughtful, human-centred piece of software, and that feeling sticks.
