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Autodesk showcases the magic behind movie magic at the 2023 Academy Awards
Over the past couple of decades, Autodesk's technology has played a pivotal role in powering some of Hollywood's most successful and critically acclaimed films. From blockbusters like *Avatar: The Way of Water* to award-winning movies such as *All Quiet on the Western Front* and Guillermo del Toro's *Pinocchio*, many iconic films have relied on tools like Maya and ShotGrid to bring their fantastical worlds and characters to life. These tools have not only transformed the way filmmakers approach their craft but have also set new standards for creativity and innovation.
This year, Autodesk decided to celebrate its contribution to the magic of cinema through a creative campaign spearheaded by Ryan Reynolds' agency, Maximum Effort. The campaign features a fictional yet captivating Hollywood legend named Otto Desćinski, affectionately known as Otto Desć. Through a series of three ads, viewers are introduced to this larger-than-life figure who embodies the spirit of creativity and innovation that Autodesk represents.
In the first part of the series, audiences are drawn into the enigmatic world of Otto Desć. The campaign cleverly positions him as the unsung hero behind some of the most celebrated films in recent history. As the narrative unfolds, viewers are teased with glimpses of how Otto has influenced peers across the industry, from writers and directors to cinematographers and visual effects supervisors.
The second installment takes a deeper dive into the impact of Otto Desć on Hollywood's elite. Featuring interviews and insights from notable figures such as Elizabeth Banks (*Cocaine Bear*, *Pitch Perfect*), Ron Perlman (*Hellboy*, *Sons of Anarchy*), and Academy Award-winning VFX supervisor Paul Lambert (*Dune*, *Blade Runner*), the ad highlights the collaborative efforts that go into creating cinematic masterpieces. It underscores how tools like ShotGrid help manage complex projects involving hundreds of artists and thousands of assets.
Finally, the third and final segment reveals the true identity of Otto Desćinski. It turns out that "Otto Desć" is not just a person but a metaphor for Autodesk itself—a company that empowers creators across various fields to push boundaries and bring their visions to life. The full-length documentary-style ad can be viewed [here](#).
Ryan Reynolds humorously commented on the campaign, saying, "Autodesk has long been a secret weapon for Hollywood's artists, and what better way to highlight this than by creating a fake character who might just win an imaginary award?"
Dara Treseder, Autodesk's Chief Marketing Officer, expressed her excitement about the campaign, stating, "Autodesk is how the world gets designed and made—including the beautiful films that delight and inspire us all. The Oscars are a celebration of the biggest names in Hollywood, and we're thrilled to honor the design and technology from Autodesk that makes this magic possible in such a fun and creative way."
In another remarkable achievement, *Pinocchio* took home the Oscar for Best Animated Feature, a testament to the dedication and hard work of everyone involved. The film was brought to life by SHADOWMACHINE, a stop-motion production company based in Portland. Their success is a shining example of how advanced technology can enhance traditional art forms.
Speaking about the production, Whitney Schmerber, Art Production Manager at SHADOWMACHINE, remarked, "On *Pinocchio*, we had 99 different sets, each with hundreds of physical parts. For us, ShotGrid became a digital encyclopedia, tracking every asset down to the smallest details."
With around 350 people hired for the production and an average of 250 artists working on the film simultaneously, effective project management was crucial. The team collaborated closely with co-director Mark Gustafson and Guillermo del Toro himself, while also partnering with visual effects teams in Canada and puppet builders McKinnon and Saunders. A studio in Guadalajara contributed additional puppets and sets, further emphasizing the global nature of modern filmmaking.
As Schmerber noted, "ShotGrid helped us keep track of everything. Without it, finishing *Pinocchio* would have been nearly impossible." This campaign beautifully encapsulates the intersection of art and technology, celebrating the countless individuals who work tirelessly to create the magic we see on screen.