Claude Concept Ad
Showing an AI assistant by what it does for you, not by what it is.
Client
Claude (concept)
Role
Concept, animation, sound design & mix
Scope
Concept ad
Year
2026
01
Context
Claude is the AI assistant from Anthropic. You work with it in a chat, hand it files and let it take on longer tasks: writing, analysing, building. Different models cover different needs, from quick answers to the toughest problems.
A self-initiated concept ad. Most AI films explain the technology; almost none show the moment it actually helps. The goal: fifteen seconds that stay entirely inside the product, so the viewer sees the work getting done instead of hearing what the model can do.
02
Final frames
03
Key design moments
Moment 01
Starting with the ask, not the brand
The obvious opening is the logo. Instead the film starts mid-work, with a prompt already typed. The brand arrives at the end, once there is a reason to remember it.
Moment 02
Letting the interface be the cast
There is no narrator and no stock footage. Model picker, file tree, answer: every shot is a real state of the product, and the pacing does the explaining.
04
Impact
A concept, so there are no campaign numbers. It is the piece I show when a software company asks how you make a tool feel useful in under twenty seconds.
05
Reflections
The hardest part was leaving out features. Every extra one costs a beat, and a beat is what makes the remaining ones land.
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