Anthropic has unveiled ‘Keep Thinking,’ a brand platform that features the company’s Claude model as the AI of choice for problem solvers. Created in partnership with ad agency Mother, the multi-million dollar investment marks the company’s first entry into paid advertising.
The campaign debuts with a 90-second hero film that spotlights problem solvers working with code, fixing bikes, making art and even marine conservation.
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Felix Richter, global chief creative officer at Mother, said: “The film acknowledges our problem-filled present but reframes AI as the solution rather than another threat – and it’s true: while the world is full of them, there’s never been a better time to have a problem.”
Rollout of the campaign will span key sports moments, top titles on streaming services such as Netflix and Hulu, print ads in The New York Times and Wall Street Journal and partnerships with top influencers and podcasts.
Out-of-home will run alongside the campaign in multiple cities, featuring Anthropic researchers Kamal Ndousse and Grace Han, plus Poetry Camera creators Kelin Zhang, Ryan Mather and Evan Kahn.
Credits
Brand: Claude
Client: Andrew Stirk
Client: Juleya Diaz
Creative agency: Mother
Media agency: Initiative
Production company: Love Song Films
Director: Daniel Wolfe
Second unit director: Louis McCourt
Executive producers: Shirley O’Connor and Sara Wallace
Producer: Alex Chamberlain
Production manager: Rosie Marchant
Production manager and second unit producer: Sidney Arthur
Director of photography: André Chemetoff
Second unit director of photography: Eponine Momenceau
Production designer: Fiona Crombie
Wardrobe stylist: Reza Levy
Director’s assistant: Luis Cross
First assistant director: Hayley Williams
First assistant director second unit: Gabriel Williams
Editing studio: Marsheen
Editor: Dominic Leung
Second editor: Dave Davis
Editorial assistant: Otis Tree
Editorial assistant: Matthew Blacklock
Editorial producer: Harriet Cawley
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VFX studio: Stray
VFX creative director: Dan Williams
Design director: Jules Esteves
Art director: Daryl Higgins
2D lead artist: Rebecca Clay
Compositors: Emre Aypa, Zeki Doru Ondun, Ihsan Cihan
Online artists: Alan Maiden, Matthew Clarke, Ant Jarvis
Design and animation artists: Daryl Higgins, Diogo Gil, Yigit Sanalan, David Whatley, Jason Moss, Larisa Simonova, Nawaz Alamgir
Computer graphics artists: Nick Slade, Tanya Ljubimtseva, Kartik Gupta, Thanos Topouzis
Analogue graphics and VFX artist: Liam Painter at Ana Projects
Digital printer: Ade Onabanjo at FE Burman
Executive producer: Clare Melia
VFX producers: Jack Williams, Chloe Kerr, Lewes Bridson
Color studio: Electric Theatre Company
Colorist: Jason Wallis
Color producer: Alex Carswell
Sound design company: King Lear Music and Sound
Sound designers: Jack Sedgwick, Ed Downham
Sound producer: Natalie Curran
Music supervision company: Curation Music
Music supervisor: Sunny Kapoor
Service company: Monkey Films
Producer: Clare van Zyl
Line producer: Patricia ‘Trish’ Wheeler
Line producer, second unit: JC Smuts
Production manager: Mishak Meintjies
Production coordinators: Lloyd Zeeman, Jiajun (Ching) Yu
Casting SA: c/o Monkey Films
Casting France: Nohmad Casting
Casting dancers: Box Artist Management
Photographer: Neil Bedford
Production company: Mother-Made
Post production: Studio Private
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