Autodesk: How technology is restoring the world’s coral reefs at scale

CHALLENGE

How do you make a complex, technical, and geographically dispersed CleanTech innovation story resonate with a global audience?

Autodesk needed to communicate the role of its technology in supporting Coral Maker’s mission to restore coral reefs at scale, while ensuring the campaign captured attention, built credibility, and drove tangible impact.

The project was uniquely spread across multiple locations. Autodesk’s robotics lab in San Francisco, its Tech Centre in Birmingham, and Coral Maker’s HQ in Western Australia—creating a logistical challenge in storytelling and content capture.
Autodesk’s role needed to be positioned as an enabler of innovation, not the protagonist. To ensure Coral Maker’s mission remained at the heart of the campaign while still demonstrating Autodesk’s impact.
Emotional vs. Technical Storytelling: The narrative had to strike a balance between emotional storytelling (the urgency of reef conservation) and technical credibility (the role of Autodesk’s advanced technology in scaling restoration efforts).

Still from the film

Hero Video Development

Brands2Life’s Film team worked with videographers in Western Australia and Autodesk’s Technology Centres to capture stunning visuals of coral reefs and cutting-edge robotics in action.
Dr. Taryn Foster, Coral Maker’s founder, was the story’s heart, ensuring authenticity and credibility.

Earned Media Strategy

Secured WIRED Magazine’s double-page feature, a segment on BBC Click, and a BBC News homepage spotlight—establishing Coral Maker’s credibility and global relevance.
Coverage across business, tech, and sustainability media including Bloomberg, Fast Company, and The Wall Street Journal, helping position Coral Maker as a major CleanTech player.

Still from the film

Paid & Social Amplification

Paid campaigns ensured the video reached key audiences across multiple markets.
Focused targeting across YouTube and Instagram, achieving a 29.86% engagement rate, surpassing typical benchmarks.
Engaged customers, investors, policymakers, and the wider public through a mix of organic and paid social campaigns.

IMPACT

Industry Recognition & Leadership Growth:
Coral Maker was nominated for The Earthshot Prize, a prestigious sustainability award.
Autodesk’s work received high-level industry recognition in global sustainability and innovation spaces.
- Universal Robots loaned a robotic arm for live coral trials in Geraldton, Australia—expanding testing beyond Autodesk’s San Francisco tech hub.
Global Media Impact & PR Success:
- 35+ pieces of earned media coverage across digital, print, radio, and TV, including Bloomberg, WIRED, BBC, Fast Company, and Wall Street Journal.
- WIRED’s feature led to direct investor interest, positioning Coral Maker as a rising CleanTech leader.
- BBC Click and BBC News homepage coverage amplified awareness, driving significant inbound inquiries.
Public Engagement & Advocacy:
- Coral Maker launched the ‘Adopt a Coral’ initiative, inspired by increased visibility and public interest.
- 29K+ visitors to Coral Maker’s landing page, with translated versions in English, German, French, and Japanese.
Internal & Business Impact for Autodesk:
- The hero video became a key advocacy tool within Autodesk, helping align internal stakeholders around the brand’s sustainability vision.
- The campaign’s success convinced Autodesk’s leadership to back a two-month extended social campaign for continued amplification.

Autodesk Coral Maker

Earned Media Relations · Film & Sound · Social

Autodesk: How technology is restoring the world’s coral reefs at scale

CHALLENGE

Approach

Hero Video Development

Earned Media Strategy

Paid & Social Amplification

IMPACT

Autodesk Coral Maker

Earned Media Relations · Film & Sound · Social

Autodesk: How technology is restoring the world’s coral reefs at scale

CHALLENGE

Approach

Hero Video Development

Earned Media Strategy

Paid & Social Amplification

IMPACT

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