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Autodesk showcases the magic behind movie magic at the 2023 Academy Awards
Over the past 25 years, Autodesk’s technology has played a crucial role in powering some of Hollywood's most successful films, many of which have won or been nominated for prestigious Oscars. Blockbusters like *Avatar: The Way of Water*, *All Quiet on The Western Front*, and Guillermo del Toro’s *Pinocchio* have utilized tools such as Maya and ShotGrid to bring fantastical scenes and characters to life. These technologies enable filmmakers to push the boundaries of creativity, allowing them to craft immersive worlds that captivate audiences worldwide.
This year, Autodesk decided to celebrate the significant impact of its design and manufacturing software in the world of cinema through a creative ad campaign developed by Ryan Reynolds' agency, Maximum Effort. The campaign introduces Otto Desćinski, a fictional Hollywood legend and icon, affectionately known as Otto Desć. Otto is portrayed as someone who embodies the spirit of innovation and creativity within the industry.
In one of the campaign's spots, viewers get a glimpse into the influence that this enigmatic figure has had on prominent figures in Hollywood, including writer/director Elizabeth Banks (*Cocaine Bear*, *Pitch Perfect*, and co-star in Reynolds' *Definitely, Maybe*), actor Ron Perlman (*Hellboy*, *Beauty & The Beast*, *Sons of Anarchy*), Academy Award-winning VFX supervisor Paul Lambert (*Dune*, *Blade Runner*), and Academy Award-nominated cinematographer Mandy Walker (*Elvis*).
The final installment of the series reveals the truth behind Otto Desćinski— he’s not a real person but rather a clever metaphor for Autodesk itself. As the company slogan suggests, Autodesk empowers creatives across various fields, from architects and engineers to students, enabling them to "Make Anything." Ryan Reynolds humorously commented on the campaign, joking, "Autodesk has been a secret weapon for Hollywood’s artists for decades, so what better way to highlight that than by creating a fake man of vaguely Germanic descent to receive an award that doesn’t exist?"
Dara Treseder, Autodesk's Chief Marketing Officer, expressed excitement about the campaign: "Autodesk is how the world gets designed and made—including the beautiful films that delight and inspire us all. The Oscars are a night to celebrate the biggest names in Hollywood, so we’re thrilled to celebrate the design and technology from Autodesk that makes this magic possible in such a fun and creative way. With this campaign, we’re re-introducing our inspiring company tagline—two words that effectively say it all: Make Anything."
The campaign also highlights the work of SHADOWMACHINE, a stop-motion production company based in Portland, responsible for bringing Guillermo del Toro’s *Pinocchio* to life. This film, which recently won an Oscar for Best Animated Feature, required the collaboration of over 350 people, with an average of 250 artists working simultaneously. The production team utilized tools like ShotGrid to manage the vast number of assets involved in the film, ensuring smooth project management throughout the process.
Whitney Schmerber, Art Production Manager at SHADOWMACHINE, explained the importance of ShotGrid in managing the complex production: "On *Pinocchio*, we had 99 different sets, each containing hundreds of physical parts. Tracking all these elements was a monumental task, but ShotGrid became our digital encyclopedia, helping us keep everything organized down to the smallest details."
With its innovative approach, Autodesk continues to play a vital role in the world of filmmaking, supporting creators in achieving their visions and pushing the limits of imagination.