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• Claude
brings to life real reactions from Carlos Sainz, Alex Albon, James Vowles
and other team members in striking visual design
• The campaign kicks off
at the Monaco Grand Prix, with a full garage takeover and new helmets and
race suits featuring the design
• James Vowles, Team Principal, Atlassian
Williams F1 Team: “In Formula 1, we are constantly striving to find our edge
as we push to go faster and innovate better than our competitors. We’re
proud to celebrate this with ‘Pattern of Thought’.”
Atlassian
Williams F1 Team and Official Thinking Partner Claude today unveil a
first-of-its-kind campaign, showcasing the judgement, focus, and thrill
drivers and team members experience as they compete in the world’s fastest
sport.
Launched to coincide with the iconic Monaco Grand Prix,
'Pattern of Thought' uses Claude to turn genuine human reaction into a
unique visual portrait of the exceptional thinkers who set F1 teams apart.
In a sport pushing the limits of technological innovation, people remain
the key to success: the engineer reading a pattern in the telemetry, the
strategist weighing the scenarios, the driver committing to a corner at 200
miles an hour. The ‘Pattern of Thought’ campaign puts them front and centre,
with a visual representation of how drivers Alex Albon and Carlos Sainz,
Team Principal James Vowles and other team members respond under the
greatest pressure.
Drivers and team members wore a consumer headset
as they were put through their paces — in the simulator and at work —
capturing the focus and thrill of performing at the limit. Claude
interpreted their emotional responses into a creative visualisation, which
Williams' designers developed into the bold design at the heart of the
campaign.
The design will debut on eye-catching special helmets, race
suits and in the Williams garage in Monaco - before the campaign continues
with special activations in Silverstone, Singapore, and Las Vegas.
'Pattern of Thought' is Claude's first campaign with Williams since they
became the team's Official Thinking Partner in February. Since then,
Williams and Claude have launched hundreds of projects and training sessions
to accelerate learning, development and operations across the team as it
pushes to move up the grid. The first major rollout came at the Japanese
Grand Prix in March, where engineers began using a new regulations agent to
help them analyse technical context at pace.
James Vowles, Team
Principal, Atlassian Williams F1 Team: “In Formula 1, we are constantly
striving to find our edge as we push to go faster and innovate better than
our competitors. By thinking with Claude, we have the capacity to unleash
that creativity in pursuit of our ultimate goal to win multiple World
Championships. We’re proud to celebrate this process – and our exceptional
team members – with ‘Pattern of Thought’ from this weekend in Monaco.”
Andrew Stirk, Head of Brand, Anthropic: "Everyone sees the car. Almost
no one sees the thinking. 'Pattern of Thought' makes it visible: the focus,
teamwork and judgement. A race is won in hundredths of a second. A
championship takes the extended thinking of a whole team, and that is the
thinking Claude is designed to support." |
