Torpedo Cassington

ABOUT

Autodesk set out to do more than launch a product campaign. The objective was to establish Digital Project Delivery (DPD) as a category and demonstrate clear business value to Architecture, Engineering, Construction and Operations (AECO) decision-makers across the funnel.

The initial brief called for a single ‘humorous and exciting live action video’, but our early strategic work identified the opportunity to build a broader GTM platform that could scale across channels, regions and product teams.

Rather than treating the video as a one-off asset, we designed a full GTM ecosystem. For top of funnel, our hero live-action film was supported by social video cut-downs and provocative pain-point-led messaging “Brian-proof your project” to drive awareness and consideration.

We created a structured messaging framework aligned to three core pillars – Control, Clarity and Connectivity – translating the creative idea into clear value propositions and proof points which fed into our mid-funnel messaging. Then at the bottom of the funnel, we developed conversion-focused assets including short “Buy Now” ads, static and social placements, emails and landing page copy designed to drive trials and purchases of BIM Collaborate Pro.

The result was a distinctive creative platform that cut through a crowded market, drove measurable pipeline impact, and created a reusable GTM blueprint for future Autodesk launches.

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