Brief
Anthropic wanted to introduce Claude as more than a piece of technology. The film needed to present it as a calm, useful presence that fits naturally into the rhythm of everyday work.
Directed by Eilís Doherty and shot by Blaine Rennicks, the fifteen-second film was created for a large-scale Times Square placement, demanding an idea that could communicate instantly while still feeling human, warm and distinctive.
Approach
Rather than focusing on screens or product interfaces, we built the film around a series of tactile, carefully observed working environments.
The camera moves through them in a roulette-like motion, briefly landing inside an office, studio and workshop. Each vignette captures someone mid-task, grounding Claude in the real spaces where people need support.
To create this variety within a very short runtime, production design and lighting became central to the process. Multiple environments were constructed and individually lit in studio, allowing each world to feel authentic and location-based while giving us precise control over the transitions between them.
Sample of global campaign launch, captured in Times Square, NYC.
Result
The finished film moves seamlessly between a series of distinct working worlds before resolving on a simple interaction: the user reaches for their phone and sees Claude asking, “Good morning. What can I help with today?”
The result presents Claude as approachable, intuitive and quietly present — not technology that interrupts the working day, but a helpful companion woven naturally into it.
