Tony Hale Plays God in Autodesk’s Bold and Comedic Brand Campaign

What if God didn’t create the world... but just showed up to admire it?

That’s the setup for Autodesk’s biggest brand transformation yet, launched with a playful new campaign.

Helmed by new agency of record Giant Spoon, “Let There Be Anything" stars "Arrested Development" star Tony Hale as a curious, cardigan-wearing deity marveling at what humans have built using its design software.

The latest efforts from the brand are marked by a 60-second hero spot airing during the NBA Playoffs Round 2.

In it, the Emmy-winning actor from “Veep” reacts in wide-eyed awe as he strolls through stunning examples of architecture, animation, and industrial design.

All made possible by Autodesk’s tools.

Overall, the campaign positions Autodesk not just as a software provider, but as the behind-the-scenes engine powering how the world is imagined and built.

“This campaign is a celebration of human ingenuity and a tribute to the brilliance of our customers,” said Autodesk CMO Dara Treseder.

“It marks the next chapter of our brand and reinforces our commitment to helping people design and make anything.

Every day, Autodesk customers are quietly shaping the world around us. For those looking to design and make with greater efficiency and impact, Autodesk offers technology that empowers them to do just that.”

By using narrative-driven creative, agencies like Giant Spoon are helping software brands break through by focusing less on features and more on impact.

From Software to Spotlight

Directed by Jody Hill, the spot introduces a more accessible and unified brand identity for the 43-year-old tech company in a very "Bruce Almighty" way.

It starts out at a press conference, where "God" (played by Hale) is called onto the mic to deliver his word.

"As you know at the beginning I created heaven and earth, but then you guys got pretty good at making stuff too," he says, as he makes hologram images of humanity's best inventions: skyscrapers, bikes, headphones, and more. 

 

 

 

 

 

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A post shared by Tony Hale (@mrtonyhale)

He then embarks in a series of human activities, like taking a tour bus around the city, joining a spin class, and watching a movie in the theaters. 

The spot ends back at the press conference, where God poofs himself a glass of wine, and the screen reveals the campaign slogan: "Let there be anything." 

While the ad runs only in the U.S., the campaign expands globally through a storytelling series that shows real Autodesk customers making a difference.

These include architect Noella Nibakuze, who used Autodesk to design Rwanda’s regenerative agriculture university.

Then there's adaptive bike designer Noel Joyce, who’s rethinking mobility and accessibility, and director Cinzia Angelini, who led 350 volunteer animators across 35 countries to produce her short film "Mila."

The push coincides with Autodesk’s shift from being known mainly for AutoCAD to becoming a unified brand serving the entire “Design and Make” sector.

This spans everything from construction to entertainment, and projected to reach $30 trillion by 2027.

“We’ve spent decades building technology that quietly powers the design and make process,” Treseder said. “Now it’s time to celebrate our customers and showcase their inspiring work.”

With the new campaign, Autodesk is stepping out from behind the screen and into the spotlight — helping the world make anything and everything.

Recently, award-winning actress Olivia Colman starred in a Warburtons commercial as a crumpet-obsessed detective. 

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