Customer Story:Atlassian Williams Racing’s Tech Transformation
Social Cutdowns
Challenge
Atlassian had a $200M+ naming partnership with Williams Racing, but no customer story existed to demonstrate the actual business value of the transformation. The AWR team was 6 months into adopting Atlassian's System of Work across 1,200 people, but externally, the narrative was still "logo on car." The challenge: create the first authentic customer proof point that could land across brand, product marketing, demand gen, sales, and events, all from a single production.
Strategy
We chose a behind-the-scenes documentary approach rather than an overly polished testimonial. We featured real AWR technical leaders telling the transformation story in their own words, then created a modular content system: From one hero longform video, we made cutdowns for Loom, Rovo, and Jira Service Management that were distributed across paid media, organic social, events, and sales enablement.
My Role
+Co-developed the creative concept
+Wrote and conducted in-person interviews
+Coached talent on how to perform in front of camera
+Oversaw the editing process
+Wrote the scripts for cutdown content
+Wrote the landing page for digital experiences
Results
+Over 2 million views across all campaign content
+Outperfomed benchmarks by 2-3x across all channels
+Featured in Customer CTO keynote at TEAM EU 2025
+Praised by CMO Staff for landing cross-portfolio narratives