The client

Anthropic is one of the most closely watched AI companies in the world — the team behind Claude, a generative AI built with a focus on safety, intelligence, and genuine usefulness for enterprise. In late 2024, they were preparing to make a significant push at AWS re:Invent in Las Vegas, one of the largest enterprise technology conferences in the world.

The challenge

With tens of thousands of enterprise buyers descending on Las Vegas, Anthropic needed creative that could cut through the noise of a conference saturated with AI messaging. The work had to feel premium and distinctive — not another tech booth wrapped in gradients and buzzwords. And it had to do it across a demanding mix of formats: airport signage, wall wraps, marquee displays, and 22 digital screens running video loops at Planet Hollywood.

The campaign was produced through The Gordon Agency, working directly with Anthropic's brand team.

The approach

The brief called for something bold. I pushed for a Saul Bass-inspired design direction — geometric, graphic, and rooted in mid-century print design sensibility. It was a deliberate counterpoint to the visual language most AI companies default to. Where others leaned into futurism and abstraction, this felt confident, witty, and human.

The tone followed the aesthetic: playful and sharp, letting Claude's personality come through without resorting to the kind of hyperbolic AI marketing language that conference attendees had already learned to tune out.

The work

Static and video assets ran across a range of high-traffic placements throughout the conference — airport pane displays, wall wraps, a Planet Hollywood bullnose and marquee, and 22 digital screens running sound-enhanced animated loops. Each format required its own thinking around scale, dwell time, and viewing distance, while maintaining visual cohesion across the campaign.

The outcome

A campaign that looked unlike anything else in Vegas that week — and was designed to. For an AI company trying to establish a distinct brand identity in an increasingly crowded space, standing apart visually wasn't just an aesthetic choice. It was the strategy.

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