Autodesk today unveiled one of its boldest brand transformations in its 43-year history with the launch of Let There Be Anything, a campaign celebrating the ingenuity of the people who design and make the world around us – and the technology that powers their work.
Developed in partnership with Autodesk’s new creative agency of record, Giant Spoon, the global campaign debuts with a US-only 60-second ad starring Emmy-winner Tony Hale (Veep, Arrested Development). Airing during an NBA Playoff game tonight, the spot features Hale as God, traveling the world in awe of what Autodesk customers have designed and made–from buildings and bikes to blockbusters and beyond. The ad draws a playful parallel between the omnipresence of divine creation and the omnipresence of human ingenuity–celebrating our customers’ impact while showcasing the power of Autodesk’s platform in an entertaining, unified, and memorable way.
In an unexpected experiential twist, in-game fans and national viewers will spot Hale’s character virtually attending the NBA Playoff game to ignite conversation and build anticipation.
Directed by Jody Hill, the spot uses humor and metaphor to cut through, providing an approachable entry point into Autodesk’s portfolio of Design and Make products. The spot bridges brand and product in a fresh, entertaining way that’s rarely seen but built to capture attention.
Autodesk’s US-only spot featuring Tony Hale will air on Friday evening May 9 during the NBA Playoffs.
“This campaign is a celebration of human ingenuity and a tribute to the brilliance of our customers,” said Dara Treseder, chief marketing officer of Autodesk. “It marks the next chapter of our brand and reinforces our commitment to helping people design and make anything. Every day, Autodesk customers are quietly shaping the world around us. For those looking to design and make with greater efficiency and impact, Autodesk offers technology that empowers them to do just that.”
“Autodesk has a long-standing legacy of fueling the creativity and innovation of humanity. Few software-first companies can claim the kind of profound impact that affects and transforms our physical world,” said Jonathan Haber, co-founder of Giant Spoon. “This campaign is a moment to celebrate the incredible people who use Autodesk’s product services to bring ideas to life—the visionaries who imagine, design, and shape the way we live every day.”
While the ad will only air and be available in the US, the campaign will extend beyond broadcast with a global storytelling series that highlights real Autodesk customers making a tangible impact, such as:
The brand evolution signifies Autodesk’s role as a platform company serving professionals across Design and Make industries.
Today, more than 300 million professionals work in the Design and Make industries (architecture, engineering, construction, operations, manufacturing, product design, media, and entertainment)—a sector poised to reach $30 trillion in global value by 2027.
This campaign marks a new era for the Autodesk brand, as the company transitions from being best known as the maker of AutoCAD, to a unified brand that connects the Autodesk portfolio across all these industries. The company’s newly refreshed brand identity supports this transformation.
“We’ve spent decades building technology that quietly powers the design and make process,” Treseder added. “Now it’s time to celebrate our customers, the people and businesses designing and making a better world, and to showcase their inspiring work.”
Comedic actor Tony Hale stars in Autodesk’s newest US ad debuting May 9.