Autodesk Launches Bold Brand Transformation to Connect with Customers and Shape Future of Design

Autodesk's Bold New Brand Campaign: Let There Be Anything

Autodesk, a leader in design software for over 43 years, has embarked on one of the most transformative branding strategies in its history with the launch of the campaign "Let There Be Anything." This initiative aims to celebrate the innovative spirit of individuals who design and construct the environments surrounding us while reinforcing the technological power that supports their creative endeavors.

The brand's evolution highlights Autodesk's commitment to serving crucial sectors in the Design and Make industries. In an exciting collaboration with its new creative agency, Giant Spoon, the campaign begins with a captivating 60-second advertisement featuring Emmy-award-winning actor Tony Hale, known for his roles in popular series such as Veep and Arrested Development.

Inspiring Creativity: The Campaign’s Narrative

The advertisement is set to air exclusively during the NBA Playoffs and portrays Hale as a divine figure, awestruck by the remarkable creations designed by Autodesk users. From architectural marvels to innovative bikes and blockbuster films, the ad illustrates a vibrant world shaped by human ingenuity, drawing an entertaining parallel between divine creation and human innovation. The humorous and metaphorical presentation serves to engage audiences, providing an accessible introduction to Autodesk's comprehensive product suite.

As part of the campaign’s unique approach, in-game spectators and viewers will experience Hale's character live at a playoff game, fostering excitement around the ad's message. Additionally, Autodesk plans to conduct a giveaway of the jersey worn by Hale's character, creating further engagement through social media outreach and the campaign's landing page.

Dara Treseder, Chief Marketing Officer at Autodesk, expressed her enthusiasm, stating, "This campaign is a celebration of human ingenuity and a tribute to the brilliance of our customers. It marks the next chapter of our brand, reinforcing our commitment to helping people design and create anything."

Real Stories of Impact: Celebrating Autodesk Users

While the main advertisement will be limited to the U.S. market, the campaign continues globally, spotlighting real Autodesk users who are making significant contributions to society. For instance, architect Noella Nibakuze has utilized Autodesk tools to enhance performance and sustainability in Rwanda's new regenerative agriculture university. Similarly, Noel Joyce is reshaping mobility through the design of adaptive mountain bikes aimed to improve accessibility for wheelchair users across educational disciplines. Another highlight is director Cinzia Angelini, who managed to team up 350 volunteer artists from over 35 countries through Autodesk's cloud collaboration tools to create the animated short film Mila, proving that impactful storytelling transcends budget constraints.

A Unified Identity for the Future

With more than 300 million professionals currently in the Design and Make fields—spanning architecture, engineering, construction, media, manufacturing, and entertainment—Autodesk aims to unify its brand identity across these diverse sectors. This branding shift reflects a strategic transition from being primarily known for AutoCAD to a comprehensive platform connecting various industries under the Autodesk umbrella.

"For decades, we have built technologies that silently empower the design and make processes," Treseder mentioned. "Now, it’s time to celebrate the customers who are crafting a better world and to showcase the inspiring work they achieve through our technologies."

Looking Ahead

As Autodesk continues to nurture the creativity and innovation of its customers, the company illustrates a profound influence on shaping our physical world. Through the revitalized brand identity and initiatives like the "Let There Be Anything" campaign, Autodesk emphasizes its dedication to cultivating an environment where great ideas can thrive, ultimately encouraging individuals and businesses to harness their creativity and build a sustainable future.

For more information, please visit autodesk.com or follow the company on social media platforms using @autodesk and the hashtag #MakeAnything.