Events /
Project / Team ’25
Client / Atlassian
Awards / Platinum Hermes Creative Award; Bronze Eventex Award; Gold, Muse Award
Overview
With 5,000+ in-person attendees, 30,000+ virtual registrants, and over 1M keynote views, Team '25 is Atlassian’s biggest brand moment of the year held in both the US and Europe. I led the end-to-end creative direction, managing both internal teams and a supporting agency to bring the event to life—on time and at scale.
Highlights
530+ printed graphics
200+ motion assets
Stage design (keynote, breakouts, theaters)
End-to-end post-event content experience
Tight production process powered by toolkits, templates, and shared review systems
In-person and live stream digital content
Multi-award winning event experience
Anaheim, CA venue exterior and banners
Team '25 Registratiion
'Stainedglass' effect planned with exterior window cliings
Event acquisition
Overview
From the first "save the date" to post-event follow-ups, acquisition plays a huge role in driving registration, engagement, and long-term impact. I’ve led creative across every touchpoint—emails, ads, social, promo videos, and content launches—to build buzz and keep momentum going. It’s not just about filling virtual (or physical) seats; it’s about setting the tone, telling the story, and making sure the right people show up and stay connected.
Process and review
With a high volume of creative asks and multiple teams involved—including an external agency responsible for ~30% of deliverables—I built a strong process to keep everything aligned. This included clear guidelines, toolkits, and a shared review system that ensured consistency across both internal and external work.
By setting up the right foundations, we were able to move quickly, stay on brand, and maintain a high bar for quality at every stage.
