Reimagining Humanly Possible

Anthropic AI enlisted the Gordon Co. to develop a new brand strategy for their primary product, Claude. I was brought on and tasked with helping bring that new positioning – humanly possible with a series of site-specific brand activations. Shown here is Claude’s takeover of the NYC Ferry, which runs along the New York’s East River. 

 

The line Every conversation is a voyage reinforced the brand as a trusted companion to users, as opposed to some omnipotent source or product that would replace them. Activations included posters, 15 and 30-second animated spots, table tops with sample prompts, and floor prints.