Last Humans is a brand new production company. Founded the same week Sora was announced, its name reflects the founders' feeling of being the last humans in video production. We were tasked with creating a brand strategy and brand identity for Last Humans.

AI is scary. Sure. And it may well replace jobs. But when we spoke with the founders of Last Humans, we found they were not fearful—they were optimistic. The foundation of Last Humans is a profound creative optimism: technology is not here to replace us, but to enhance us and inspire a deeper exploration of humanity. The more we understand humanity, the more life we can infuse into stories. AI is not here to replace us; it is here to improve us. Last Humans will be human to the last, ensuring every story told has humanity at its center. Most productions bring stories to life, but Last Humans brings life to stories.

To develop the brand, we drew inspiration from the human elements of filmmaking. We designed a brand identity that reflects the human experience of watching films, creating a design system based on old cinema marquees and their unique fonts. We extended this concept further by creating stickers and brand elements that mirrored film end slates, adding life to them by playing with their format. The logo also reflects this style, and in a nod to ensuring humanity is always visible, we played with the S’s, turning the second one on its head—a deliberate human 'error' that AI would never make. As part of the rollout, we developed an entire visual system, from the website to stickers for camera gear, ensuring a cohesive and human-centric brand identity.