In a bold reintroduction of its brand identity, Autodesk has launched a global campaign titled “Let There Be Anything”, marking one of the most ambitious marketing initiatives in the company’s 43-year history. Developed with creative agency Giant Spoon and directed by Jody Hill, the campaign pays tribute to the designers, builders, and storytellers who shape the world using Autodesk’s cutting-edge technology.
At the center of the campaign is a humorous 60-second TV spot starring Emmy Award-winner Tony Hale, known for his roles in Veep and Arrested Development. Airing exclusively in the U.S. during Round 2 of the NBA Playoffs, the ad presents Hale in a divine role, wandering the globe and marveling at the range of human creations—from skyscrapers to bicycles to cinematic universes—all made possible through Autodesk’s platforms. The film cleverly parallels divine omnipresence with the omnipresence of human creativity, driven by Autodesk’s technology.
“This campaign is a celebration of human ingenuity and a tribute to the brilliance of our customers,” said Dara Treseder, Chief Marketing Officer at Autodesk. “It signals a new era for our brand, where we not only support the creative process behind the scenes, but also honor the people using our technology to design and make a better world.”
The spot blends humor, metaphor, and storytelling, positioning Autodesk not just as a software brand, but as a creative partner in industries that span architecture, engineering, construction, manufacturing, product design, media, and entertainment. With over 300 million professionals working across these fields globally, and a market expected to reach $30 trillion by 2027, the timing of Autodesk’s repositioning could not be more strategic.
According to Jonathan Haber, co-founder of Giant Spoon, “Few software-first companies can claim such a tangible impact on the physical world. This campaign is about honoring the extraordinary people who use Autodesk tools to turn their vision into reality.”
While the flagship ad is U.S.-exclusive, the campaign will extend globally through a storytelling series spotlighting real-life Autodesk users making measurable contributions:
Noella Nibakuze, the architect behind Rwanda’s regenerative agriculture university, used Autodesk tools to optimize sustainability and performance.
Noel Joyce, a designer reshaping accessibility through adaptive mountain bikes, is redefining mobility and inclusive education.
Cinzia Angelini, director of the animated short Mila, united 350 artists across 35 countries using Autodesk cloud collaboration—proving that passion, not budget, powers great storytelling.
With this campaign, Autodesk is positioning itself as a unified brand beyond its legacy products like AutoCAD, embracing a cross-industry platform identity that bridges creativity and utility. A refreshed brand identity now supports this new vision, one rooted in empowerment, community, and global innovation.
“We’ve spent decades building the technology that quietly enables others to shape the world,” added Treseder. “Now, we’re stepping forward to spotlight those creators—and to inspire the next generation of makers.”
The campaign’s launch underscores Autodesk’s commitment to human-centric innovation, inviting the world to imagine not just what is—but what could be. In the spirit of the campaign’s message: let there be anything.
