Austin Atlassian 2025 Campaign

Branding, Livery design and race team application

The Atlassian Williams Racing 2025 Austin livery takeover was a campaign like no other in Williams’ history, marking one of the team’s first-ever title partner takeovers.

The brief was equally unique, challenging the team to work closely with Atlassian to build a campaign entirely from the ground up. Traditionally, partner takeovers focus on activating a specific product or driving a commercial initiative, but this project took a different approach. From the outset, I worked closely with Atlassian to creatively direct and explore multiple narrative routes for the campaign. After several explorations, we landed on a concept that told the story of Atlassian itself: its origins, its people, and the natural synergy between its journey and that of Williams.

This was a key strategic decision. While Atlassian’s products are world-famous, the Atlassian name itself is less widely recognised. This campaign presented an opportunity to introduce the brand to a global audience and showcase just how forward-thinking the company truly is.

The Concept

To tell the story of Atlassian from the very beginning:

• Who are Atlassian?
• When were they founded?
• Who were the key people in their journey?
• How does their history align with Williams’ own story?

To bring this to life, we created a social-led campaign set in a retro 2002 environment, subtly revealing moments from Atlassian’s early story. New content dropped daily, gradually unfolding the narrative and building anticipation ahead of the livery reveal.

The car livery itself was deliberately simple yet highly effective. It was a modern reinterpretation of the 2002 Williams FW24, the car Williams F1 was racing during the year Atlassian was founded. This marked the beginning of Atlassian’s story while simultaneously connecting it to a defining era in Williams’ Formula One history.

This direction was powerful for multiple reasons. Fundamentally, fans love a heritage livery and have been calling for one for years. This campaign allowed us to deliver that authentically, while seamlessly weaving it into a meaningful narrative that elevated and celebrated our title partner.

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