Anthropic
Small Business Series
Agency : PROM Creative
Role : Creative Director
As creative director, the work was to capture each owner in their element (teaming with photographer Balazs Gardi), and to interview the business owners about their process. The campaign needed to be unposed, mid-thought, doing the thing they built their business to do.
The project consisted of photography, long-form case studies, and paid social content, all built around the message that the most human AI isn't the one that replaces people, but the one that gives them more room to do what they do best.
This campaign for Anthropic followed small businesses across the country to show each one using Claude as a thinking partner.
Shot on location in a restaurant, fabrication shop, diagnostics lab, and solar panel-covered rooftops, the project set out to show policymakers what AI actually looks like in the hands of people building something real and using Claude to tackle their toughest questions.
