AUTODESK
Autodesk invited me into a select group of creatives from different industries, and gave each of us the same assignment: reimagine the Autodesk logo through our own craft. My answer was GROWN. I treated the mark like something dug out of the earth rather than drawn, and let raw material form a world around the Autodesk "A" without ever changing the mark itself. The final piece was lit and rendered in Arnold, and it was part of a larger campaign celebrating creativity across disciplines.
Material
&Exploration
The core idea was tension: something organic and unpredictable growing around something exact. Rock, crystal and liquid metal build up, spread and change around the "A," while the logo itself stays clean, intact and instantly recognizable. Much of the work happened in the experimentation. I tested different rock, crystal and liquid treatments, explored shaders and materials, made lighting passes and kept refining through render previews. Some directions were dropped along the way, and those tests shaped the final result as much as the ones that stayed. The goal was a piece that feels as if it was pulled out of the wall it was found in.
Process
& Storytelling
The campaign was released in two parts. The first was a carousel with the final hero image of my logo design and a collective montage that Autodesk edited from every participating creator. The second was a reel showing how GROWN came together, from the first material tests through lighting and rendering in Arnold to the final reveal. The process footage was the story: the experiments, the passes that didn't make the cut and every decision that led to the final world.
An Awesome Opportunity
At its core, this project was about the idea behind Autodesk: the tools exist so creators can make anything. Taking one of the most recognizable marks in design and building a world around it, without changing it, was a lesson in restraint and respect for the brand. GROWN sits alongside work from many other creators, each starting from the same "A" and ending up somewhere completely different. That range is the whole point.