info
As AI tooling rapidly reshapes the software landscape, most companies market it as a shortcut. Cursor built its identity around a different idea: helping developers move faster without losing the feeling of craftsmanship, control, and deep engagement with the work itself.
That perspective became the foundation for Cursor's first out-of-home campaign. We partnered with the team to build a campaign and visual system rooted in the relationship between craftsmanship and coding. The work explored software development as something closer to conducting an orchestra or designing a building rather than simply generating output. Treating developers less like operators and more like craftspeople refining a skill, with Cursor positioned as the instrument that helps them perform at their best.
The campaign paired developers with parallel disciplines through a series of matching diptych-style photos and videos. Conductors and coders. Architects and engineers. Machinists and programmers. Drawing connections between writing software and other disciplines built around mastery, coordination, and technical craft.
Displayed throughout London, the campaign gave Cursor a more human presence. Less focused on spectacle or automation, more focused on the hands behind the work. A quieter and more deliberate take on AI, shaped around craft, performance, and the mindset of developers who care deeply about what they make.
That perspective became the foundation for Cursor's first out-of-home campaign. We partnered with the team to build a campaign and visual system rooted in the relationship between craftsmanship and coding. The work explored software development as something closer to conducting an orchestra or designing a building rather than simply generating output. Treating developers less like operators and more like craftspeople refining a skill, with Cursor positioned as the instrument that helps them perform at their best.
The campaign paired developers with parallel disciplines through a series of matching diptych-style photos and videos. Conductors and coders. Architects and engineers. Machinists and programmers. Drawing connections between writing software and other disciplines built around mastery, coordination, and technical craft.
Displayed throughout London, the campaign gave Cursor a more human presence. Less focused on spectacle or automation, more focused on the hands behind the work. A quieter and more deliberate take on AI, shaped around craft, performance, and the mindset of developers who care deeply about what they make.
credits
Creative Direction: ESTUDI-IMAGE
Art Direction & Design: Teti Martinez, Quim Rodriguez, Felipe Elioenay
Motion Design: Mallandrich
Copywriting: Holly Connolly
Production: SpecialProduction.Agency
Video: Evan Trout
Photography: Corey Olsen
Art Direction & Design: Teti Martinez, Quim Rodriguez, Felipe Elioenay
Motion Design: Mallandrich
Copywriting: Holly Connolly
Production: SpecialProduction.Agency
Video: Evan Trout
Photography: Corey Olsen
