A filmmaker who had never written a line of code built a luxury brand entirely in conversation.
Two founders used Claude to build a commerce platform, a production database, nine AI agents running every department, a proprietary internal SaaS platform they own outright, a 13-page investor portal, custom partner portals, a professional video editor, automated social media, and every piece of marketing the company has ever produced. All live. All written in conversation.
the entire platform
Zero code before Claude
in the platform
of a traditional team
The Frame: Replacing SaaS, Built on Claude
The most revealing measure of how deeply Planet 5 has committed to building on Claude is The Frame, their proprietary operations platform. It is not one tool. It is the entire company consolidated into a single system they own outright.
Departmental dashboards pulling live data from a 75-table production database. Nine AI agents operating through Claude API-powered chat. A custom video creator and editor with motion generation. SEO and social media management. A content hub powering Discover, their public editorial platform. Gallery management across 1,500+ product variants. Email campaign tracking and approval workflows. Full analytics across every channel. One-command deployment. No third-party SaaS subscriptions required.
Planet 5 is progressively replacing third-party SaaS tools with their own systems, built in Claude, consolidated into a single platform they own. MCP integrations connect Claude directly to the production database, AWS infrastructure, and local file systems.
Four Applications. All on Fly.io.
| App | Stack | Purpose |
|---|---|---|
| The Frame | Python / Flask / PostgreSQL | Internal workspace: dashboards, agent chat, image/video library, approvals, email tracking |
| Discover | Next.js / Claude API | Public content platform: SEO articles, editorial, preservation storytelling |
| Henry Sales Engine | Python / 42-Source Scraper | AI-native lead generation: 42-scraper prospect engine, email discovery, outreach sequences |
| Video Creator & Editor | Clip Generator / Motion Timeline | Video production pipeline: motion generation from stills, cinematic clip creation, asset management |
Every Fly.io application is deployed with a single command. No agencies. No DevOps. One terminal.
"Claude became our third co-founder. Not metaphorically. We build with Claude the way you build with a partner, iterating, problem-solving, pushing each other toward better work. What would require a team of fifteen, we accomplish as two founders and Claude."
Dirk Collins, CEO & Co-FounderEvery Screen. Every System. Written in Conversation.
Watch · Screen recordings of live production systems. Click to play.
Homepage
Hero, navigation, and responsive design system.
Gallery Pages
Lambda-rendered art with live database product data.
Product Pages
Room mockups, size selection, Stripe checkout.
Investor Portal
13 pages of projections, research, and partnership tiers.
The Frame Dashboard
Departmental dashboards with live production data.
Partner Portal
Tracking, commissions, revenue charts, campaign analytics.
Explore · Live systems built entirely in Claude
Nine People Who Never Sleep.
Planet 5 did not hire a team. They built one. Nine specialized AI agents, each with a defined role, a master operating brief, and daily responsibilities. These are not chatbot assistants. They are team members running departments.
Prompt caching reduces API costs by up to 90%, making 24/7 agent operations financially viable for a two-person team.
Thirty Years Behind the Camera. Then a Different Kind of Vision.
Dirk Collins has spent 30 years filming on seven continents. As an Emmy-nominated filmmaker and co-founder of Teton Gravity Research, he produced content for National Geographic and Disney, led the Rolex expedition to install the highest weather station on Mount Everest, and built campaigns for Red Bull, The North Face, and Patagonia. What he kept seeing in the field changed how he thought about business: mountain communities generating billions in tourism and media, with almost none of that value flowing back.
He partnered with Allegra Meredith, a serial entrepreneur who had scaled an online travel platform across Europe, co-founded Revedy analyzing $55 billion in institutional assets, and led a PE-backed company through 30 to 50 percent year-over-year growth and two successful acquisitions. Together they built Planet 5: a luxury fine art photography gallery spanning seven continents, paired with rare organic coffee sourced from some of the world's highest growing regions, a four-tier Guardian membership, and Origin Expeditions that take collectors to the places where the art was made.
The challenge: building at luxury scale without a luxury budget. A platform this complex, commerce, fulfillment, media production, a 75-table database, nine AI agents, and a proprietary operations platform, typically requires 10 to 15 people and over $950,000 in annual salary before the business earns a dollar.
"We did not adopt Claude for a single use case. We built our entire company on it."
Allegra Meredith, COO & Co-FounderA Professional Studio, Built in Conversation.
A luxury brand built on preservation photography and global expeditions needs a video production pipeline that scales. Standard tools require paid subscriptions, proprietary workflows, and dedicated editors. So they built their own, a professional-grade studio inside The Frame that manages thousands of image and video assets across seven continents.
This is not a third-party plugin. It is a custom-built production environment, coded in Claude, running inside a platform they own.
Preservation Through Commerce
Planet 5 has committed $25 million over 10 years to the Himalayan Coffee & Wildlife Corridor, connecting coffee farmer livelihoods with wildlife preservation across 92,000 hectares between three national parks in Nepal's mid-hills, including Everest.
The coffee supply chain connects directly to mountain communities, where the same families growing specialty beans are building businesses, funding schools, and supporting health clinics. When coffee farmers thrive, red pandas, Himalayan black bears, and 286 bird species thrive alongside them.
This is not philanthropy layered onto art. It is art, coffee, and experience designed from the beginning to fund what they depict.
The business model does not generate revenue and then donate. The commerce itself is the preservation program.
Built Entirely in Conversation
We set out to prove that people, preservation, and profits can grow together. Claude made that possible. Not by replacing the human heart of what we do, but by giving two people the operational capacity of an entire company.
An Emmy-nominated filmmaker and a serial entrepreneur built a complete technology stack, a 75-table production database, a 9-agent AI team, a 13-page investor portal, and a proprietary operations platform that is progressively replacing third-party SaaS, with zero engineers. This is the accessibility story that resonates with the millions of founders who could benefit from Claude.
This is one of the most comprehensive Claude deployments in existence. We are active customers across claude.ai, the API, Claude Projects, MCP integrations, and Claude Desktop. We are happy to participate in a video story, provide additional metrics, or work with your team in whatever format serves best.
The art of being there.
For investment inquiries, contact Allegra directly.
Jackson, Wyoming
