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Autodesk showcases the magic behind movie magic at the 2023 Academy Awards
Over the past few decades, Autodesk has quietly become a hidden powerhouse in Hollywood, providing the technological backbone for some of the most iconic films to grace the silver screen. This year, they decided to celebrate their contribution to cinematic magic with a clever and tongue-in-cheek ad campaign created by none other than Ryan Reynolds' Maximum Effort agency.
The centerpiece of the campaign? A fictional Hollywood legend named Otto Desćinski, or simply "Otto Desć" to his friends. In a three-part series, viewers were introduced to this larger-than-life figure, portrayed as a trailblazer who had somehow managed to influence some of the biggest names in the industry, including directors like Elizabeth Banks and cinematographers like Mandy Walker.
Of course, there was no real Otto Desćinski. Instead, he was a clever disguise for Autodesk itself, whose software tools like Maya and ShotGrid have been instrumental in bringing fantastical worlds and characters to life in movies such as *Avatar: The Way of Water* and Guillermo del Toro's *Pinocchio*. As the final spot revealed, "Otto Desć" was Autodesk's way of taking a bow for the countless creatives who rely on their technology to push boundaries.
The campaign wasn't just about self-promotion; it was also a nod to the unsung heroes of filmmaking—the artists, architects, engineers, and students who use Autodesk's tools to build entire universes from scratch. As Dara Treseder, Autodesk's CMO, put it, "Make Anything" perfectly encapsulates what their products enable.
One shining example of this is SHADOWMACHINE, the stop-motion production company behind del Toro's *Pinocchio*, which took home the Oscar for Best Animated Feature. With over 99 distinct sets and thousands of physical pieces to manage, SHADOWMACHINE relied heavily on Autodesk ShotGrid to keep everything organized. As Whitney Schmerber, the Art Production Manager, explained, "ShotGrid became our digital encyclopedia, tracking every tiny detail, from the grandest set pieces to the smallest wood shavings."
Behind the scenes, the making of *Pinocchio* was a global effort involving around 350 people at its peak. From the puppet builds by McKinnon and Saunders to additional work done in Guadalajara, every department had to stay in sync. Schmerber added, "There’s no way we could have completed this without ShotGrid—it was our lifeline."
This campaign wasn't just about celebrating Autodesk; it was also a reminder that innovation often happens behind the scenes. As Ryan Reynolds quipped, "What better way to honor a secret weapon than to create a fake man of vaguely Germanic descent to receive an award that doesn’t even exist?"
At its heart, the campaign was a celebration of creativity and collaboration, proving once again that great art—and great technology—are always the result of teamwork.