Anthropic's positive thinking
An uplifting and stylish spot promoting the AI safety and research company’s AI model, Claude, shows that there has never been a better time to have problem.
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Credits
View on- Agency Mother/London
- Production Company Love Song
- Director Daniel Wolfe
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Credits
View on- Agency Mother/London
- Production Company Love Song
- Director Daniel Wolfe
- Executive Producer Shirley O'Connor
- Editing MARSHEEN
- Editor Dominic Leung
- Editor Dave Davis
- Assistant Editor Matthew Blacklock
- Executive Producer Harriet Cawley
- VFX Stray
- Creative Director/VFX Supervisor Dan Williams
- Executive Producer Clare Melia
- Color Electric Theatre Collective
- Colorist Jason Wallis
- Post Producer Alex Carswell
- Sound Design King Lear Music & Sound
- Sound Designer Jack Sedgwick
- Sound Designer/Audio Mixer Ed Downham
- Producer Natalie Curran
- Music Curation Music
- Music Supervisor Sunny Kapoor
- Production Services Monkey Films/South Africa
- Executive Producer Clare van Zyl
- Chief Creative Officer Felix Richter
- Executive Producer Sara Wallace
- Producer Alexander Chamberlain
- Production Designer Fiona Crombie
- DP Andre Chemetoff
- VFX Producer Lewes Bridson
- VFX Producer Jack Williams
- VFX Producer Chloe Kerr
- Line Producer Patricia Wheeler
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Credits
powered by- Agency Mother/London
- Production Company Love Song
- Director Daniel Wolfe
- Executive Producer Shirley O'Connor
- Editing MARSHEEN
- Editor Dominic Leung
- Editor Dave Davis
- Assistant Editor Matthew Blacklock
- Executive Producer Harriet Cawley
- VFX Stray
- Creative Director/VFX Supervisor Dan Williams
- Executive Producer Clare Melia
- Color Electric Theatre Collective
- Colorist Jason Wallis
- Post Producer Alex Carswell
- Sound Design King Lear Music & Sound
- Sound Designer Jack Sedgwick
- Sound Designer/Audio Mixer Ed Downham
- Producer Natalie Curran
- Music Curation Music
- Music Supervisor Sunny Kapoor
- Production Services Monkey Films/South Africa
- Executive Producer Clare van Zyl
- Chief Creative Officer Felix Richter
- Executive Producer Sara Wallace
- Producer Alexander Chamberlain
- Production Designer Fiona Crombie
- DP Andre Chemetoff
- VFX Producer Lewes Bridson
- VFX Producer Jack Williams
- VFX Producer Chloe Kerr
- Line Producer Patricia Wheeler
Artificial intelligence safety and research company Anthropic has unveiled this bold campaign directed by Daniel Wolfe through Love Song, titled Keep thinking, championing it’s Claude model as the AI of choice for problem solvers.
Created in partnership with independent agency Mother, the energetic spot pieces together a punchy edit of frenetic footage picturing makers and inventors as they tackle challenges from debugging reams of code to analysing dense research.
Paired with rapper MF Doom's track All Caps, the inspiring montage is a celebration of the critical thinkers, innovators and perfectionists who use Claude to amplify, rather than replace, their ability to solve modern-day problems.
"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," says Felix Richter, Global Chief Creative Officer at Mother.
