As AI reshapes what’s possible, Autodesk wants to inspire people to create what matters.
The technology company, which makes design software for industries including architecture, manufacturing, and media, has launched its latest campaign, “The World Is Yours for the Making,” created by Giant Spoon.
A new spot, directed by Salomon Ligthelm, takes a humanistic tone, opening on a newborn swaddled in a hospital blanket. A narrator says, “Consider this a user manual for planet Earth. A simple guide that begins like this: Make something.”
What follows is a montage of humans using their creativity to shape the world: An architect designs a sports arena, then later attends a soccer game there; a father creates an animated version of his daughter’s teddy bear.
The final line of narration is a call to action: “Make what matters.”
According to Dara Treseder, CMO at Autodesk, the campaign makes clear that the company sees technology, and AI, as a tool for people. It’s launching at a moment when 39% of Americans believe AI does more harm than good, according to the latest Bentley University-Gallup Business in Society research.
“There are two questions every technology company has to answer at this moment. The first one is, ‘Who is technology for?’ And the second one is, ‘As the technology gets more powerful, what do we want to compound?’” Treseder told ADWEEK. “Technology is for people. What we want to compound is human ingenuity, human agency, and ultimately human progress for good and for everyone.”
The spot debuts today (Sept. 9) and will run on linear TV in New York, San Francisco, and Los Angeles during the NFL Kickoff Game between the New England Patriots and Seattle Seahawks. It will also air across Autodesk-owned channels, CTV, and social.
Creative that meets the moment
Treseder has led Autodesk’s marketing team since 2022, overseeing campaigns with a range of styles and tones. “Let There Be Anything” took a comedic approach, showing how Autodesk products help people create things that even God (Tony Hale) finds impressive. “Otto Desc,” an ad highlighting Autodesk’s presence in Hollywood, aired during the 2023 Academy Awards, styled as a parody of a tribute documentary.
