Anthropic's new campaign film, "There's hope in hard questions," puts creatives' concerns about AI directly into the spotlight, drawing on surveys of more than 120,000 people and 81,000 Claude users across 159 countries. The two-minute film, produced by Mother-Made and directed by Myles McAuliffe, continues the company's push for AI that supports human curiosity rather than replacing it.
The spot mixes grainy home-style photography with crisp images of technological innovation. Questions posed include "Who's going to hit the brakes if we really need to?", "Wait a minute, why do we have to have this stuff?" and "Could AI help stop people feeling misunderstood?".
Surveying global hopes and fears
The film follows the launch of the Anthropic Public Record, a survey of over 52,000 people in the US about their biggest concerns and hopes for AI. The video also draws on a survey of 81,000 Claude users across 159 countries and 70 languages, conducted via Anthropic Interviewer - a purpose-built tool designed to uncover perspectives on AI and build partnerships across creative, scientific and education sectors.
What creatives worry about
The research examined three groups: the general workforce, creatives and scientists. For creatives, chief concerns included artist displacement, ethical tension and AI collaboration - topics at the heart of AI for Creatives.
An award-winning stance on advertising
The campaign builds on Mother's earlier work for Claude, which won the Film Grand Prix at Cannes Lions this year. Those ads - "Can I Get A Six Pack Quickly?" and "How Can I Communicate Better With My Mom?" - satirised the absurdity of ad-driven AI responses and championed Anthropic's commitment to keeping advertising out of its AI interactions. Film jury president Pelle Sjoenell said of the win: "It's an ad about where ads shouldn't exist. It's AI making fun of AI - a challenger taking on the market leader by using the leader's own announcement against itself. It's like corporate Aikido, executed with wit, nerve, and craft in every frame."
Why this matters for creatives
Anthropic's campaign signals that AI developers are listening to the specific fears of the creative community - from job displacement to ethical partnerships. The company's refusal to insert advertising into Claude's responses, coupled with its public research on creative collaboration, offers a model for how AI tools might be built with creative professionals' interests in mind. Rather than treating AI as a replacement, the focus is on tools that assist rather than automate the creative process.
Your membership also unlocks:
