{"id":59920,"date":"2026-09-09T05:58:24","date_gmt":"2026-09-09T09:58:24","guid":{"rendered":"https:\/\/adsknews.autodesk.com\/?post_type=news&#038;p=59920"},"modified":"2026-09-09T06:08:19","modified_gmt":"2026-09-09T10:08:19","slug":"the-world-is-yours-for-the-making","status":"publish","type":"news","link":"https:\/\/adsknews.autodesk.com\/en\/news\/the-world-is-yours-for-the-making\/","title":{"rendered":"Autodesk unveils brand campaign putting the people who design and make the digital and physical world in the spotlight"},"content":{"rendered":"<p>Today, Autodesk launched The World Is Yours for the Making, a brand campaign that centers on the architects, engineers, builders, designers, manufacturers, filmmakers, and creators who use it. The 60-second film, created with Giant Spoon and directed by self-taught filmmaker Salomon Ligthelm, rolls out across Autodesk&#8217;s channels worldwide and debuts on TV tonight in New York, Los Angeles, and San Francisco during NBC&#8217;s broadcast of the NFL season opener, a rematch of February&#8217;s Super Bowl between the Seahawks and Patriots. <span class=\"m-0 p-0 d-block c_6aa147bdbff08\">&nbsp;<\/span>The campaign runs against the grain of technology advertising. AI was featured in 23% of this year&#8217;s Super Bowl ads, according to iSpot, and 54% of consumers say they hear so much about AI that it has started to annoy them, according to a Harris Poll survey released in June. Autodesk&#8217;s answer is a campaign that keeps its technology in the background and puts the people making the decisions in front. <span class=\"m-0 p-0 d-block c_6aa147bdbff0e\">&nbsp;<\/span>\u201cPeople change the world. Technology enables us to. Everything around us was designed and made by someone, and most of those people will never be famous for it. Turn on any game this fall, and you\u2019ll see plenty of technology companies talking about the future, with technology as the hero. We wanted to do something different. We wanted to put the spotlight on the people actually designing and making our future. That\u2019s why we\u2019re showing up on the NFL\u2019s opening night and on one of the biggest screens in the world. To celebrate our customers, the unsung heroes designing and making a better world for all. This world is yours for the making. What will you make?\u201d \u2013 Dara Treseder, Chief Marketing Officer, Autodesk.<span class=\"m-0 p-0 d-block c_6aa147bdbff0f\">&nbsp;<\/span><\/p>\n<p><iframe loading=\"lazy\" allow=\"autoplay; fullscreen; picture-in-picture; encrypted-media\" class=\"wp-embedded-content\" title=\"Autodesk Brand Campaign Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/7jwe67fkxi?videoFoam=false\" data-secret=\"CD7oB6Yg79\" frameborder=\"0\" scrolling=\"no\" width=\"500\" height=\"281\"><\/iframe><\/p>\n<p><\/p>\n<p><strong>Autodesk makes AI tools, including ones used on this film. Why make a campaign that isn\u2019t about those?<\/strong><\/p>\n<p>Because the most interesting thing about any tool is what someone chooses to do with it. <span class=\"m-0 p-0 d-block c_6aa147bdbff14\">&nbsp;<\/span>The architects, engineers, builders, manufacturers, and filmmakers Autodesk serves don\u2019t need to be told AI is changing their work. They\u2019re already living it: architects and engineers are being asked to build more with less time, money and labor; manufacturers are rethinking what they make and how they make it amid inflation and supply chain disruption; and filmmakers can now create at a scale once reserved for major studios without one behind them. <span class=\"m-0 p-0 d-block c_6aa147bdbff15\">&nbsp;<\/span>AI is woven into that work and into this campaign, with Autodesk Flow Studio, Maya, and Flame helping bring it to life. But tools do not decide which problems matter, what tradeoffs are worth it, or what deserves to exist. The people who make those decisions, and the judgment behind them, are the territory this campaign explores. <span class=\"m-0 p-0 d-block c_6aa147bdbff16\">&nbsp;<\/span>When machines can generate almost anything, the more interesting question isn\u2019t what AI can make but rather: what will people choose to design, make, and operate, and how much further can their ingenuity take us? <span class=\"m-0 p-0 d-block c_6aa147bdbff17\">&nbsp;<\/span>\u201cThis campaign was designed as a welcome packet to planet Earth. A manual with one simple message. Make something. A big thing. A tiny thing. Anything. As long as it leaves things a little better than you found them. In a world where you can create work in a heartbeat, remember to create work with a heartbeat.\u201d &#8211; Ian Grody, Chief Creative Officer, Giant Spoon <span class=\"m-0 p-0 d-block c_6aa147bdbff18\">&nbsp;<\/span>The World Is Yours for the Making is Autodesk\u2019s answer: technology can expand what\u2019s possible, but people decide what is worth making. While the technology will keep changing, the human urge to imagine something \u2013 and bring it into the world \u2013 won\u2019t.<span class=\"m-0 p-0 d-block c_6aa147bdbff19\">&nbsp;<\/span><\/p>\n<div class=\"wp-caption\"><div id=\"attachment_59954\" style=\"width: 711px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-59954\" class=\"wp-image-59954\" src=\"https:\/\/adsknews.autodesk.com\/app\/uploads\/2026\/09\/ChatGPT-Image-Sep-8-2026-04_30_14-PM-300x200.png\" alt=\"Autodesk's newest brand campaign The World is Yours for the Making celebrates the people using Autodesk technology to design and make the physical and digital worlds.\" width=\"701\" height=\"467\" srcset=\"https:\/\/adsknews.autodesk.com\/app\/uploads\/2026\/09\/ChatGPT-Image-Sep-8-2026-04_30_14-PM-300x200.png 300w, https:\/\/adsknews.autodesk.com\/app\/uploads\/2026\/09\/ChatGPT-Image-Sep-8-2026-04_30_14-PM-1024x683.png 1024w, https:\/\/adsknews.autodesk.com\/app\/uploads\/2026\/09\/ChatGPT-Image-Sep-8-2026-04_30_14-PM-768x512.png 768w, https:\/\/adsknews.autodesk.com\/app\/uploads\/2026\/09\/ChatGPT-Image-Sep-8-2026-04_30_14-PM-700x467.png 700w, https:\/\/adsknews.autodesk.com\/app\/uploads\/2026\/09\/ChatGPT-Image-Sep-8-2026-04_30_14-PM.png 1536w\" sizes=\"auto, (max-width: 701px) 100vw, 701px\" \/><p id=\"caption-attachment-59954\" class=\"wp-caption-text\">Autodesk&#8217;s newest brand campaign The World is Yours for the Making celebrates the people using Autodesk technology to design and make the physical and digital worlds.<\/p><\/div><\/div>\n<div class=\"wp-caption\">&nbsp;<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Autodesk brand campaign celebrates the people who design and make the digital and physical world.  <\/p>\n","protected":false},"author":81,"featured_media":59922,"template":"","meta":{"_acf_changed":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[29,309,513],"adsk_tags":[],"class_list":["post-59920","news","type-news","status-publish","has-post-thumbnail","hentry","categories-our_company","categories-press-releases","categories-societal-impact"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Autodesk brand campaign puts people at the center<\/title>\n<meta name=\"description\" content=\"Autodesk brand campaign, The World Is Yours for the Making, centers the people using technology to design and make the digital and physical world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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