Role
Creative Director
Creative Vision + Strategy, Concept Development, Project Creative Direction + Oversight, Team Leadership, Client Presentation + Collaboration, Campaign Shoot Direction, Cross-team Collaboration + Alignment.
Creative Director
Creative Vision + Strategy, Concept Development, Project Creative Direction + Oversight, Team Leadership, Client Presentation + Collaboration, Campaign Shoot Direction, Cross-team Collaboration + Alignment.
Agency
Torpedo
Torpedo
Collaborators
Joe Moore - Chief Creative Officer
Damian Thomas - Motion Director
Jordan Garwood - Producer
Richard Porter - Art Director
Mark Bordoni - Art Director
Gareth Cook - Sr. Copywriter + Actor
Chris Orman - Editor
Cher Pratley - Sr. Designer
Matt Morrison - Sr. Account Manager
Jan Solberg - DOP
Stef Calleja-Gera - Photographer
Will Watson - Gaffer
Róisín M-D - VFX
Rufus Ambler - Sound
Patricia - Make Up Artist
Richard Keeble - Actor
Samantha Russell - Actor
Siera Suzuki - Actor
Alfie Black - Actor
Anurag Mehra - Actor
Joe Moore - Chief Creative Officer
Damian Thomas - Motion Director
Jordan Garwood - Producer
Richard Porter - Art Director
Mark Bordoni - Art Director
Gareth Cook - Sr. Copywriter + Actor
Chris Orman - Editor
Cher Pratley - Sr. Designer
Matt Morrison - Sr. Account Manager
Jan Solberg - DOP
Stef Calleja-Gera - Photographer
Will Watson - Gaffer
Róisín M-D - VFX
Rufus Ambler - Sound
Patricia - Make Up Artist
Richard Keeble - Actor
Samantha Russell - Actor
Siera Suzuki - Actor
Alfie Black - Actor
Anurag Mehra - Actor
Autodesk weren’t just looking to launch a campaign, they were trying to define Digital Project Delivery (DPD) as a category in its own right. The challenge was to create a go-to-market approach that could make a complex idea feel clear, stand out in a crowded space and actually connect with the people doing the work.
Digital Project Delivery (DPD) is Autodesk’s approach to connecting people, data and workflows across a project. BIM Collaborate Pro sits at the heart of that, giving teams a shared space to collaborate, coordinate and stay aligned as work progresses.
We partnered with Autodesk to develop a bold, insight-led campaign for Digital Project Delivery through the use of BIM Collaborate Pro, aimed at Architecture, Engineering, Construction and Operations (AECO) professionals.
Ad + Campaign Execution
Campaign Ad
Sam Reynolds
Autodesk Campaigns team
Autodesk Campaigns team
“This was one of the coolest Autodesk pieces that we've seen. It’s on brand, unique, engaging and informative!”
Campaign Imagery
Social videos
Selected Campaign Assets
Top of funnel
'Prospect rate' increase
60%
'Click-through rate' increase
142%
Middle of funnel
'Trial intent' increase
737%
'Trial download starts' increase
652%
Bottom of funnel
'MS ACV won' increase
330%
'Autodesk Store billings' increase
196%
'Lead conversion' increase
20%
Still reading? For anyone interested, the following shows our creative approach and a look behind the scenes.
Our Creative Approach
Project Brief
Project Brainstorm
Concept Development
Through research, the same issues kept surfacing, projects slipping off schedule, budgets creeping, version chaos, communication breaking down. They weren’t really technical problems, they were human ones, felt across every team.
That became the heart of concepts. If we could make those risks instantly recognisable, relatable and even triggering, the value of Digital Project Delivery and BIM Collaborate Pro would feel obvious to industry users.
Initial Ideas
Developing Selected Concepts
Our Story
The heart of our story brought everyday project painpoints to life through a character called “Brian.” He represented the small, familiar human errors that quietly derail projects due to miscommunication and misalignment – the overwritten file, the missed update, the spreadsheet that’s out of sync.
By turning those moments into a relatable character, we made the risks instantly recognisable and used humour to give them more impact and be more memorable.
Storyboard
Art Direction Moodboard
Pre-production
Casting
Location
Set dress
Production
Office Shoot
Photography by Jordan Garwood
Studio shoot
Photography above by Jordan Garwood
Post-production
VFX Edits by Chris Orman
Campaign Development
The hero ad was the foundation for the broader campaign system, spanning social cutdowns, targeted messaging around key pain points and a suite of assets designed to support consideration and conversion.
Top of funnel we featured the hero live-action film and social video to drive awareness and consideration. Our mid-funnel featured value-led messaging and proof points aligned to real project challenges. Bottom of funnel featured conversion-focused email and landing page copy driving trials and purchases.
