Anthropic wanted to show what Claude looks like in the hands of the people who keep local economies running. With PROM Creative, we followed small business owners across the country who use Claude as a thinking partner, and let them tell the story in their own words.

As narrative director and copywriter, I worked alongside the creative director to shape the campaign’s story and voice. I interviewed each owner about how they run their business and where AI fits into their process, then turned those conversations into long-form case studies and paid social. The writing had to sound like the owner talking across the counter, with Claude in a supporting role.

Photographer Balazs Gardi shot with the same intent: unposed, mid-thought, each owner doing the work they built their business around.

Everything traced back to one idea: the most human AI gives people more room to do what they do best.