Autodesk airs Oscar commercials to tout digital creation tools
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Autodesk kicked off a branding campaign at the Oscars tonight with a series of commercials aimed at raising awareness about its behind-the-scenes tech for digital content creation.
On the entertainment industry’s biggest night, Ryan Reynolds’ creative agency Maximum Effort honored Otto Desć, an influential, groundbreaking — and entirely made up — Hollywood legend and icon. It’s all in the name of drawing the connection between the artist and the tools under the hood that make the artist’s creations possible.
The irreverent spots debuted on Oscar night to drive awareness for Autodesk, which describes itself as creating “design & make” software.
Autodesk’s technology helps Hollywood’s filmmakers — as well as game developers, architects, engineers, students and more — make their creations. But those tools are largely unsung.
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“Raising awareness around Autodesk is definitely a priority,” said Diana Colella, head of media and entertainment at Autodesk, in an interview with GamesBeat. “Our focus is more on the creative. The [digital] artists don’t really get spotlighted on the day of the Oscars because there is a separate kind of Oscars for the creatives. The creatives are in the backgrounds, but they’re the ones making the magic. So I think it’s more of an homage to them.”
Colella said just about movie that it has won an Oscar or been nominated for an Oscar has used Autodesk products, from Maya to 3D Studio Max, which are used for
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