Baseten

Challenge

Inference is now a crowded, noisy category. At the start of 2025, this was not the case. While Baseten is the inference provider for leading AI companies, this wasn't obvious across San Francisco, where every block and every feed was saturated with competing claims. Baseten needed to carve out their name.

Solution

Together, we developed an undeniable association between inference and Baseten. The work focused on scale, repetition, and strategic placement across social and across San Francisco. The engagement evolved into an ongoing partnership, supporting Baseten's continued momentum as category leader. Baseten couldn't just compete within inference; they had to become inference. By lodging Baseten into the cultural and visual zeitgeist as synonymous with inference, the category orbits around them.

Results

Reprogramming successful. Baseten = inference, both in market conversation and customer consideration. As a result, the company entered hyper growth, raising a $150M Series D at a $2.7B valuation in late 2025. Baseten continues to win over world-class customers, including Mercor, Open Evidence, and Cursor, cementing its position as the default choice for AI inference at scale.