From greener buildings to mesmerizing blockbusters, Autodesk software helps design and make a better world. Many people know about Autodesk’s individual software solutions but have little understanding of the brand’s greater value. In other words, it wasn’t widely known that Autodesk software powers achievements like projections on the Sphere and the most popular movies of today.

By testing IRL advertising, Autodesk aimed to drive awareness of Autodesk’s cultural impact by creating an emotional connection through visual storytelling. The company’s objective was to use The Marvels release to convey how Autodesk software powers creativity. Autodesk and The Mill also needed to capitalize on the Autodesk University audience to generate interest on the ground. To generate shareability online, Goose the Flerken needed to be brought life – creating the illusion that she was towering over Las Vegas.

Autodesk’s Sphere activation — which aimed to welcome customers from land and sky and highlighted Autodesk’s #MakeAnything tagline — reached more than 30 million people online and IRL.

The activation video garnered 5.3M views – 4X its target viewership.

Social:

-- Overall reach: 4.9M

-- 6.6% engagement rate (+219% above benchmark)

-- 424K+ engagements, well above its target of 50K engagements

-- 99% positive sentiment

-- The collaboration video was the most watched social media video in Autodesk history.

Press:

-- Nearly 20 press hits across verticals including Business Insider, The Hollywood Reporter, AdAge, The Drum, and Mashable.

-- 100% positive sentiment.

-- The Drum named the activation one of the best ads of the week.