The Brief
Every enterprise brand is talking about AI, and most of them tell the same story about speed and intelligence. Atlassian needed to stand apart by shifting the story from AI that thinks to teams that know: teams with the connected context to act with confidence. The new brand platform, "Teams run on context," and the creative idea "Knowing" needed a high-profile proving ground, and the Atlassian Williams F1 Team was the obvious choice.
Every enterprise brand is talking about AI, and most of them tell the same story about speed and intelligence. Atlassian needed to stand apart by shifting the story from AI that thinks to teams that know: teams with the connected context to act with confidence. The new brand platform, "Teams run on context," and the creative idea "Knowing" needed a high-profile proving ground, and the Atlassian Williams F1 Team was the obvious choice.
The Idea
We built the campaign around a simple truth of racing: races are won in fractions of a second, but those fractions come from context gathered over every race, season and decade. That became a connected system. An anthem hero film shows the team's context-rich decision-making during a race-day rainstorm. A five-part docuseries profiles real Williams team members: Carlos Sainz, Alex Albon, James Vowles, Cleo Collins and Cristina Mañas. Each film introduces a matching Rovo (Atlassian's AI) agent template that turns that person's unique F1 skills into something any team can use. A refreshed Atlassian.com landing page ties it all together and sends visitors into the product.
We built the campaign around a simple truth of racing: races are won in fractions of a second, but those fractions come from context gathered over every race, season and decade. That became a connected system. An anthem hero film shows the team's context-rich decision-making during a race-day rainstorm. A five-part docuseries profiles real Williams team members: Carlos Sainz, Alex Albon, James Vowles, Cleo Collins and Cristina Mañas. Each film introduces a matching Rovo (Atlassian's AI) agent template that turns that person's unique F1 skills into something any team can use. A refreshed Atlassian.com landing page ties it all together and sends visitors into the product.
My Role
I stepped into the project at a critical and frustrating inflection point...leadership had seen rough cuts of the entirely narrative-based piece and pushed us hard to highlight the product more, and the real challenge became clear; Re-cut the film and insert a net-new product moment that stood up to the brief, made Rovo and Atlassian's Teamwork Graph easy to understand, AND maintain a high bar of cinematic quality. This challenge took many weeks and countless edits and re-cuts as we figured out how to hit on all three goals.
I stepped into the project at a critical and frustrating inflection point...leadership had seen rough cuts of the entirely narrative-based piece and pushed us hard to highlight the product more, and the real challenge became clear; Re-cut the film and insert a net-new product moment that stood up to the brief, made Rovo and Atlassian's Teamwork Graph easy to understand, AND maintain a high bar of cinematic quality. This challenge took many weeks and countless edits and re-cuts as we figured out how to hit on all three goals.
In addition to the critical work on the anthem film, we had to design a complete visual design system that would encompass digital out-of-home, placements in the NYT and Uber, as well as social content and the all-important website landing page. The landing page acts as the gateway that allows viewers/users to explore the individual agents, and ultimately onboard them to their teams tools in their Atlassian instance.
The Team
This was a highly cross-functional effort, which included many internal and external partners:
This was a highly cross-functional effort, which included many internal and external partners:
Huge shoutout to Brian Coate for leading a heroic production challenge, Ed Vince, and Rob Cabrillo for their relentless pursuit of a high bar, and to Robert Lodge and Luke Martin for giving the team the space to get it right...even though you threw a massive wrench in the works : ) And a special shoutout to Matt Robertson for his quick thinking and ability to capture compelling imagery under incredible pressure.
This project wouldn't have been possible without the partnership of some truly world-class creative teams, including STILLKIDZ, Strike Anywhere, and The Teenage Diplomat. Daniel Hearn also killed it on the retouching front.
This project wouldn't have been possible without the partnership of some truly world-class creative teams, including STILLKIDZ, Strike Anywhere, and The Teenage Diplomat. Daniel Hearn also killed it on the retouching front.
Outcomes
The campaign launched on schedule, ahead of Team '26 Europe, where the AWF1 booth became a campaign takeover. It then rolled into Web Summit and toward a peak at the Las Vegas Grand Prix. The wider AWF1 marketing program it sits within is delivering measurable commercial value: its webinars and ebooks have generated 4,282 responses, 65 MQLs and about $4.93M in influenced pipeline.
The campaign launched on schedule, ahead of Team '26 Europe, where the AWF1 booth became a campaign takeover. It then rolled into Web Summit and toward a peak at the Las Vegas Grand Prix. The wider AWF1 marketing program it sits within is delivering measurable commercial value: its webinars and ebooks have generated 4,282 responses, 65 MQLs and about $4.93M in influenced pipeline.
