Autodesk's "Let There Be Anything" Campaign Showcases Human Ingenuity

Autodesk Launches "Let There Be Anything" Campaign

Autodesk's latest marketing campaign, "Let There Be Anything," humorously showcases the power of human creativity using its design software. The campaign features actor Tony Hale as God, marveling at the innovations humans have created with Autodesk tools.

Inspired by former Autodesk CEO Carol Bartz's saying, "If Autodesk didn't make it, God did," the campaign centers around a 60-second hero video. In the video, Hale's God character holds a press conference, expressing awe at human creations ranging from skyscrapers and electric vehicles to dragons and superheroes.

Developed by Autodesk's first creative agency of record, Giant Spoon, the campaign aims to highlight the breadth of Autodesk's 200+ software products without delving into technical details.

"You didn't have to go into what all 200 different software products actually do. You just get the idea that there's this suite of things that some of the most amazing humans on the planet are using to create our world," said Giant Spoon Co-founder Jonathan Haber.

Respectful Humor and Strategic Messaging

Giant Spoon carefully crafted the campaign to celebrate human ingenuity while respecting religious sensibilities. They consulted with religious leaders to ensure the portrayal of God was tasteful and lighthearted.

The campaign highlights key industries Autodesk serves, such as consumer products, automotive, and entertainment. A distinct gold wireframe visual element distinguishes creations designed with Autodesk software.

Tony Hale Brings Humanity to a Heavenly Role

The choice of Tony Hale, known for his roles in "Arrested Development" and "Veep," adds a touch of humor and relatability to the campaign. His performance emphasizes the wonder and awe inspired by human creations.

"Autodesk is a relatively humble company, and they really wanted this to be about the people who use the software to make amazing things," Haber explained.

The campaign launched during the NBA playoffs with an accompanying in-game activation. Autodesk also leveraged sponsored posts featuring Hale's God character on social media platforms like Instagram, mirroring successful strategies used in previous Giant Spoon campaigns.

This multi-faceted approach aims to increase brand awareness and drive engagement with Autodesk's design software solutions.