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. 

Working in close collaboration with Autodesk’s campaigns and product teams, Torpedo developed and delivered a humorous, insight-led go-to-market campaign for Autodesk Digital Project Delivery and 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. 

Engaging key audiences with the right messaging.

Torpedo partnered with Autodesk to deliver a bold, insight-led GTM campaign for Digital Project Delivery and BIM Collaborate Pro targeted at civil engineers and Architecture, Engineering, Construction and Operations (AECO) professionals.  

Autodesk faced a multi-layered GTM challenge: 

• Category clarity: Wanted to position Digital Project Delivery as a strategic platform, not a set of features. 
• Audience breadth: Needed to engage both technical AECO teams and senior decision-makers with a single, coherent narrative.  
• Market cut-through: Had to stand out in a market dominated by functional, look-alike messaging. 
• Performance pressure: Aimed to deliver results across the entire funnel –  awareness, consideration, trial, and purchase. 

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. 

A platform-first go-to-market idea.

The team reframed the challenge around aspirational outcomes for the target audience of civil engineers and AECO professionals, rather than product features. Staying on budget, staying on schedule, staying in control and keeping teams aligned became the strategic backbone of our GTM approach. 

At the heart of the campaign was a bold creative concept, focused on key pain points our target audience faced with their projects. From our research, we discovered that across Autodesk’s audience, the same problems resurfaced repeatedly. Projects ran over budget, fell behind schedule, suffered from version chaos, and broke down through poor communication.  

These challenges weren’t technical, they were human. We realised that if we could make these risks instantly recognisable and emotionally engaging, we could make Digital Project Delivery and BIM Collaborate Pro feel essential, rather than optional, or nice-to-have. 

Our campaign’s message focused on how to avoid these common problems. Our tag lines included “Brian-proof your project”, and “Your easier way to stay on budget.” The character of “Brian” in the video became a stand-in for everyday project risk – the overwritten file, the missed update, the spreadsheet that doesn’t reflect reality. By personifying common pain points, the campaign used humour to highlight serious issues, creating emotional engagement while clearly positioning Autodesk DPD and CIM Collaborate Pro as the solution.

A full-funnel campaign execution.

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. 

A scalable GTM system.

The campaign was deliberately built to scale. The messaging was modular, assets were reusable across regions and channels, and the creative idea was extended into additional GTM execution ideas, including direct mail, guerilla concepts and physical installations, giving the client the option to develop multiple touchpoints across the buyer journey.