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Autodesk Construction Cloud Spot Helps Keeps Workers on the Same Page

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Director Gary Freedman directs the Goodby Silverstein & Partners spot with MJZ

Autodesk Construction Cloud Spot  Helps Keeps Workers on the Same Page

What happens when you miscommunicate on a construction site? Autodesk and GS&P paint the picture in new spot that highlights how widespread miscommunication can be on construction projects, with a humorous game of telephone. What starts out as a simple 'Redo the wall' quickly gets misinterpreted as it’s passed along a busy site and the spot’s 13-strong cast and leads to a rather irreversible result.

The commercial then offers Autodesk Construction Cloud as a solution that keeps everyone on the same page, at every stage. 

Many know Autodesk as the company behind Autodesk AutoCAD, Autodesk Maya and Autodesk Fusion 360. After investing heavily in construction software, the company can help general contractors manage construction jobs from the design phase right through to done via their cloud-based software. Meaning mix-ups, like giant exterior waterfalls, are far less likely to happen.

“Construction work is stressful enough. So it felt right to take a more comedic approach, while still offering up a solution to the problem,” says GS&P CCO Margaret Johnson.

“Because of our deep history in design, the audience isn’t necessarily thinking of Autodesk for construction. This campaign is a light-hearted way to let them know more about our construction cloud solution and that it offers a true end-to-end capability,” said Tamara Thompson, sr. director global brand, Autodesk.

Gary Freedman, the UK-born director best known for his brilliant comedic timing and rich visual storytelling in TV commercials for Nike, Doritos, Heineken and Canal+, directed the spot.

This new commercial will air alongside outdoor advertising, radio, social and direct mail, in an integrated effort to educate the construction industry on this cloud solution from Autodesk which can take projects all the way from design to done. 

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Agency

Agency: GS&P

CCO/Partner: Margaret Johnson

Creative Director: Ryan Tovani

Creative Director: Caroline Cappelli

Writer: Lennie Galloway

Art Director: Thomas Gledhill

Exec Producer: Topher Cochrane

Senior Producer: Molly Troy

Producer: Jen De Leon

Director of Art Production: Jim King

Group Account Director: Chris Ferko

Account Manager: Jackie Russell

Assistant Account Manager: Aimee Fung

Client

Client: Autodesk

Sr. Manager, Global Brand Operations & Campaigns: Tammy Pineda

Sr. Director, Global Brand Marketing & Advertising: Tamara Thompson

Head of Global Marketing, Autodesk Construction Solutions: Stuart Frederich-Smith

Production

Production: MJZ & OPC

Director: Gary Freedman

DP: Nicolas Karakatsanis

EP: Kate Leahy

Line Producer: Max Brook

Still Photographer: Saam Gabbay

Editor: Biff Butler

VFX: Pat Murphy/Pariah

Colourist: Gregory Reese/Primary

Sound: Joel Waters & Michael Anastasi/Lime

Donuts: Tim Hortons

Genres: Dialogue, Comedy, People

Goodby Silverstein & Partners, Tue, 19 Jul 2022 16:19:26 GMT