Autodesk, a global leader in design and make technology, has unveiled one of its most significant brand transformations in 43 years. The launch of the “Let There Be Anything” campaign, developed in partnership with the creative agency Giant Spoon, celebrates the power of human ingenuity and the remarkable impact Autodesk’s technology has on the world. The campaign's debut, featuring Emmy-winner Tony Hale, will air during an NBA Playoff game in a 60-second ad that highlights Autodesk's versatile and transformative platform. The campaign celebrates customers who use Autodesk products to design and create across various industries, from architecture to entertainment.

Campaign Overview

1. “Let There Be Anything” Ad Featuring Tony Hale

• The 60-second ad stars Tony Hale (known for his roles in Veep and Arrested Development) and showcases the creative brilliance of Autodesk's users.

• In the commercial, Hale plays God, traveling the world in awe of Autodesk customers' creations—ranging from buildings and bikes to blockbusters and beyond.

• The ad draws a metaphor between the omnipresence of divine creation and the vast impact of human ingenuity facilitated by Autodesk's technology.

• The campaign will debut during an NBA Playoff game, offering a humorous and engaging entry point into Autodesk’s expansive Design and Make products.

2. Unexpected Experiential Twist

• To engage viewers beyond traditional advertising, the campaign features Tony Hale's character virtually attending the NBA Playoff game, building anticipation and sparking conversation among fans and national viewers.

• This innovative experiential twist creates a memorable, unified brand moment that combines product promotion with entertainment in a unique way.

Campaign Goals and Impact

1. Celebrating Human Ingenuity

• Autodesk’s new campaign is a tribute to the creativity and brilliance of their customers, who are shaping the world through their designs and creations. The tagline “Let There Be Anything” highlights the limitless possibilities enabled by Autodesk’s technology.

• Dara Treseder, Autodesk’s Chief Marketing Officer, stated, “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 and reinforces our commitment to helping people design and make anything.”

2. A Fresh, Entertaining Brand Approach

• Directed by Jody Hill, the ad uses humor and metaphor to capture attention while promoting Autodesk's product offerings in a relatable and engaging way. The campaign merges brand messaging and product promotion seamlessly, making it accessible to a broad audience.

• Jonathan Haber, Co-Founder of Giant Spoon, noted, “Autodesk has a profound impact on humanity by fueling the creativity and innovation that transforms our physical world.”

Expanding the Campaign Beyond Broadcast

1. Global Storytelling Series

• While the 60-second ad will only air in the U.S., the campaign will expand through a global storytelling series showcasing real Autodesk customers making a difference around the world.

• These customers use Autodesk’s technology to solve real-world problems and drive innovation in their respective fields.

2. Featured Autodesk Customers

• Noella Nibakuze, an architect in Rwanda, is using Autodesk to design a regenerative agriculture university, promoting sustainability and performance in the built environment.

• Noel Joyce, a designer, is reshaping mobility for wheelchair users with an adaptive mountain bike and is advancing accessibility education across multiple disciplines.

• Cinzia Angelini, the director of the animated short Mila, brought together 350 volunteer artists from 35 countries using Autodesk’s cloud collaboration tools, proving that powerful storytelling doesn’t require a big budget, just heart and creativity.

Autodesk’s “Let There Be Anything” campaign marks a pivotal moment in the company’s brand evolution, celebrating the incredible creativity and innovation of its customers. The global campaign, blending humor, storytelling, and real-world impact, underscores Autodesk's commitment to empowering users to design and make anything. By spotlighting the profound influence of Autodesk's technology in diverse industries, the campaign not only showcases the company's powerful platform but also positions Autodesk as a key enabler of human ingenuity and sustainable innovation.