ANTHROPIC - Introducing Claude iOS

Directed by Eilis Doherty and shot by Blaine Rennicks, the film presents Claude not as distant technology but as a calm, helpful presence woven into everyday work.

The concept revolves around Claude as a guide through the rhythm of a working day. Rather than focusing on screens or interfaces, we built a sequence of environments that feel tactile and human. The film moves through these spaces in a roulette-like motion, briefly landing on moments inside an office, a studio, a workshop. Each vignette shows someone mid-task, grounding the technology in the real environments where people actually need help.

To achieve this variety within a fifteen second runtime, production design and lighting became central to the process. Multiple distinct worlds were constructed and carefully lit in studio, allowing each space to feel authentic and location-based while maintaining tight control over the visual transitions. The result is a seamless visual progression between scenes that feel completely different from one another. Among them is a knitting moment featuring Woody, Eilis’ dog, a small and unexpected detail that added a touch of personality to a film destined for the towering screens of Times Square.

The film resolves with a simple interaction as the user reaches for their phone and hears Claude’s greeting: “Good morning. What can I help with today?”. Claude is there when you need it, quietly helping the day run a little smoother.