From Notre Dame to LA28, how Autodesk tackles global challenges with creativity

Autodesk, a software company specializing in 3D modeling and building information technology, played a pivotal role in this monumental project. The company’s cutting-edge technology and expertise were instrumental in rebuilding the beloved landmark while preserving its historical integrity.

“Notre Dame is a symbol of hope to millions around the world, so it was an honor for Autodesk to be a part of this historic restoration,” says Dara Treseder, Autodesk’s chief marketing officer. “This ensured that every aspect of the restoration respected and preserved the cathedral’s history and culture and the intricate details that preserved historical accuracy for generations to come.”

Autodesk’s involvement in the restoration exemplifies its broader strategy to leverage creativity and technology to solve complex challenges. From Notre Dame to the LA28 Olympic Games, the company has demonstrated that even in B2B marketing, creativity can be a powerful driver of impact and connection.

The company’s involvement in these landmark projects highlights not only its technical expertise but also its commitment to sustainable, human-centered innovation. Through creative storytelling and cutting-edge technology, the company is redefining what’s possible in the B2B space while tackling some of the world’s most pressing challenges.

Preserving Notre Dame’s legacy

After the fire that ravaged Notre Dame Cathedral, Autodesk stepped in to provide critical support. Partnering with Art Graphique & Patrimoine (AGP), a French leader in laser scanning and digitization of historic monuments, the company created a detailed digital model of the cathedral using 12 laser scanners and 46,000 images.

This digital model, donated to the French Public Establishment overseeing the restoration, enabled collaboration among stakeholders and ensured historical accuracy in the reconstruction.

In April of 2023, Autodesk unveiled a creative campaign developed in partnership with Goodby Silverstein & Partners, recounting the story of the restoration.

Narrated from the perspective of the cathedral itself, the film leverages emotional storytelling to humanize Autodesk’s technology. “Using technology of the future and traditions of the past, history will be recreated,” she says in the spot, as architects survey a 3D model of the cathedral.

The campaign has won several awards, including recognition from Fast Company.

“Behind every technical achievement, there’s a powerful, emotive story to be told,” Treseder explains. “For the restoration of Notre Dame, it’s about telling a story of resilience, collaboration and human ingenuity.”

Sustainability & innovation at LA28

Building on its work at Notre Dame, Autodesk has turned its focus to another global milestone: the LA28 Olympic Games.

In August of this year, Autodesk unveiled another compelling campaign, spotlighting its partnership with the LA28 Olympic Games, in which Autodesk will help facilitate LA28’s $1bn “no-new-permanent-venues” plan to sustainably transform more than 40 existing venues across the city of Los Angeles.

“Autodesk technology has supported the adaptive reuse of buildings worldwide for decades and if there’s one thing we know about sustainable design, it’s that the most sustainable building is the one that’s already been built,” Treseder notes. “This partnership was a natural extension of what we do every day to help our customers cut waste and meet their goals.”

Beyond technical innovation, Autodesk sees this collaboration as an opportunity to inspire the next generation of engineers and designers. “We aim to show young people the incredible opportunities that exist: jobs where they can use technology to design and make something as iconic as the LA28 Games.”

Generative design: pioneering innovation

Autodesk’s generative design technology is another example of how the company blends creativity and functionality. By leveraging AI and machine learning, generative design allows users to explore millions of possibilities to identify the most efficient and sustainable solutions.

In 2023, Autodesk played a pivotal role in the construction of the first-ever Formula 1 racetrack in Las Vegas, completed in a record 11.5 months. The project showcased Autodesk Construction Cloud’s ability to streamline communication and manage intricate details with precision.

Beyond infrastructure, Autodesk has also optimized Formula 1 car performance using generative design technology. This technology creates lighter, stronger components to enhance speed and efficiency. This technology isn’t limited to motorsports; it has implications for architecture, manufacturing and other industries seeking innovative solutions.

“In Formula 1, where every gram of weight and aerodynamic nuance counts, this technology has been invaluable,” Treseder explains. “Beyond motorsports, this technology has the potential to revolutionize every industry we serve. In architecture, it can enable smarter, greener buildings; in design and manufacturing, it can produce lighter, stronger and more sustainable products.”

Generative design exemplifies Autodesk’s commitment to empowering customers to push boundaries and achieve their most creative work.

Lessons for B2B marketers

Autodesk’s campaigns offer valuable lessons for other B2B marketers looking to differentiate their brands. By integrating advanced technology with storytelling, Autodesk creates campaigns that connect emotionally while showcasing its technical capabilities.

Other marketers highlight the importance of its approach.

“With its Notre Dame restoration campaign and LA28 Olympics partnership, Autodesk has achieved something rarely seen in the B2B landscape: an authentic, real and human connection with its audience, challenging the notion that B2B branding should be purely technical,” says Will Bosanko, managing partner of brand at global brand consultancy Brandpie.

This human-centered strategy is a cornerstone of Autodesk’s success. “Creativity has been central to how we’ve told our story since I became CMO over two years ago,” Treseder explains.

With projects such as Notre Dame and LA28, Autodesk has proven its ability to address some of the world’s most complex challenges while inspiring people globally. Looking ahead, Treseder envisions even greater opportunities for the company to innovate and inspire.

As she puts it: “If 2024 was the year we started telling our story in new ways, 2025 is the year we are going to break through the noise and get more people around the world inspired by our mission to design and make a better world.”