30 years after redefining computer-aided design software, PTC promised to redefine mechanical CAD around the globe. The un-named product with no marketing strategy was promised in 3 months. That’s when we began an intense, parallel path collaboration of research, positioning, naming, launch event planning, contact strategy, viral teaser videos, and user engagement. This lead to a global launch and ongoing marketing ranging from global print and online, to a series of documentary films shot around the world.