Autodesk has a new look, a new story—and a guest appearance from the divine.
The campaign, Let There Be Anything, stars Tony Hale as a creator from above, wandering Earth and quietly admiring what humans have built. Not in a thunderbolt-hurling, Old Testament sort of way—more like a bemused, soft-spoken god who’s just now realizing that humans (with a little Autodesk support) have done a pretty decent job on their own.
The work comes from Giant Spoon, Autodesk’s first creative agency of record. Instead of a product-first tech demo, the campaign leans into tone—dry, a little surreal, and just weird enough to keep it interesting. It’s a welcome departure from the B2B formula.
Direction comes from Jody Hill, whose signature mix of deadpan and discomfort has powered shows like Eastbound & Down and Vice Principals. His commercial credits include Toyota’s hybrid lineup and a notably oddball Mountain Dew Super Bowl spot. The style carries here—understated, grounded, and just left of center.
The campaign launched across multiple platforms in a variety of lengths (:30, :15, and :06), coinciding with Autodesk’s updated visual identity. The rebrand includes a bold yellow signature color, new typography, and a unified design system that finally aligns Autodesk’s wide-ranging ecosystem under one roof.
And it all comes back to one line—“If Autodesk didn’t make it, God did.” That quote, originally from former CEO Carol Bartz, gets a literal interpretation here. The message: when you look around at what’s been built, it’s not divine intervention. It’s design—and Autodesk is behind it.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
