Reimagining project delivery for a digitally connected world.

Autodesk set out to help AECO (architecture, engineering, construction, and operations) teams work more effectively in an increasingly complex environment. Fragmented data, disconnected workflows, and inconsistent collaboration were all impacting project efficiencies – often leading to rework, delays, and cost overruns.

While the concept of Digital Project Delivery (DPD) was set to transform AECO processes, this value hadn’t been communicated clearly. Content needed to move beyond Autodesk’s BIM Collaborate Pro product features and reframe DPD as a strategic, outcome-led approach to project delivery.

Torpedo’s challenge was to simplify DPD’s complex proposition and engage a broad audience. From technical practitioners to senior decision-makers, it was apparent that a GTM messaging framework with audience segmentation would be needed.

Our strategy was built on a simple but universal insight: project failures aren’t usually caused by technology, but by human factors such as miscommunication, process gaps, and poor data visibility.

We took this insight and ran with it, transforming it into an original creative platform that made everyday frustrations tangible and emotionally resonant. The concept of “Brian-proofing” was born – personifying the small but costly errors that derail project delivery. From version control chaos to missed deadlines, this springboard enabled us to dramatise familiar pain points, while positioning DPD as the solution that brings clarity, control, and connection.

We then developed this idea and executed a fully integrated digital campaign. For top-of-the-funnel activity, we led with a live-action film. This was supported by social cut-downs with bold messaging. Mid-funnel content tailored the creative idea to speak more directly to the different audience groups. At the bottom of the funnel, we delivered landing pages, emails, and conversion-led display ads – all designed to drive trials and adoption.

The campaign gave Autodesk a clearer, more compelling platform for Digital Project Delivery – shifting perception from a set of tools to a smarter, connected way of working. By focusing on the outcomes AECO audiences care about most – staying on budget, on schedule, in control, and aligned – the work made a complex proposition both accessible and meaningful.

Beyond measurable impact across the entire funnel., the work established a growth strategy for Autodesk, and this is now being adopted across other product teams. In redefining how Digital Project Delivery is understood and communicated, Autodesk is now far better positioned to lead the industry – helping project teams work more confidently in a digitally connected world.