"You're a marketing agency? Here?"

I heard some version of that all week. Eurosatory was our first show as Anuna, and nobody expected to find a marketing agency in a hall full of guided missiles, autonomous drones and AI targeting systems.

And it was a lot of hall. This was the biggest Eurosatory there's ever been, with more than 2,300 exhibitors at Paris Nord Villepinte from 15 to 19 June. The organisers opened Hall 4 just to fit everyone in. Over a third of the exhibitors had never been before.

Once people got past the surprise, the same thing kept happening. A founder would walk me over to their booth and light up showing me hardware that could change how wars are fought. Then they'd point at the screen next to it, running stock footage or a clumsy AI render of the machine sitting right there in front of us.

The industry is moving quicker than its own storytelling, and AI-generated filler has become the quick fix. Most of the people I spoke to knew it. You could hear it in how they talked about their own videos. By day two I honestly couldn't tell a lot of those screens apart.

Ukraine had a much bigger presence this year, with close to 80 companies compared with about ten at the last edition. A lot of what they showed had already been used in the field, and some of them had real footage to go with it. Fire Point's pink Flamingo missile was hard to miss.

Somewhere in all that, the curiosity about us turned into actual work. We signed a client on site and shot their event coverage that same week, the first of a wider run of content with them. After that the calendar filled up with pitch meetings.

So it turns out a marketing and creative agency does have a place at Eurosatory. If we met in Paris, or you're heading to your next show with a screen you'd rather not point at, write to us at hello@anuna.cc.