Atlassian Spotlights Finding Unexpected Ways to Talk about Essential Team-Building Skills
Atlassian, a software company known for its team collaboration tools and practices, debuts its “Work Life” campaign, a series of films developed to show real-life, non-tech teams in action and introduce new audiences to popular teamwork topics from Atlassian's Work Life blog. Produced by Strike Anywhere, Atlassian tasked the creative studio to shepherd these films from brief through production, post, and delivery. As frequent collaborators of the software company, Strike Anywhere’s singular insight into the Atlassian brand voice created an avenue for finding unexpected ways to talk about essential skills for functioning teams.
Directed by Mike Malagon, the series spotlights a diverse array of teams working together in myriad ways to achieve different goals. The documentary-style films follow real teams who are, knowingly or not, experts in the topic demonstrated in each video. The heavy metal band Deathchant speaks to the importance of active listening; the SCCAY Grizzlies, a youth cricket team, demonstrates effective feedback; the Santa Barbara Search and Rescue team shows how they devise effective meetings; the staff at Wallis Annenberg PetSpace discuss the benefits of a shared understanding; and the improv team Bad Kisser walks the audience through several team-building exercises that will create deeper connections and trust in any workplace. Without relying on typical spokesperson tropes, each film expertly captures the teams in their most authentic, true-to-life moments, operating at their best.
The creative team at Strike Anywhere explored various concepts before settling on this refreshing departure from standard talking head learning videos. Blending a fantastic viewing experience with memorable, engaging content, Malagon shaped these films into a uniquely irreverent style that sets them apart from competitors. The “Work Life” series combines documentary filmmaking with animation and a light sense of humour, creating a YouTube series that not only helps teams learn but also boosts Atlassian's engagement around popular keyword searches on the platform. Initially conceived as isolated learning experiences, the success of this approach has led Atlassian to consider expanding the pilot into a more extensive series focused on learning and leadership.
Director Mike Malagon said of these films, “With this series, we venture beyond the office to uncover the secrets to effective teamwork in the most unexpected places. We see how these are not just corporate buzzwords but the backbone of success. Each episode is a window into how highly effective groups approach teamwork, offering valuable tips that professionals can apply within their own teams, all while reinforcing Atlassian's role as a thought leader in enhancing team productivity. To get this tone right, we kept our crew and production footprint small to make these documentaries feel as true to these teams’ real lives as possible.”
The series’ producer, Jonathan Gaynes, added, “Atlassian permitted us to try out different ideas from the beginning, and collaborating with the Atlassian team was inspiring and effortless. Working with real teams in their real spaces was very fun from a production standpoint. We built a nimble team, which allowed us to get close to our subjects while still being a fly on the wall. We watched what they did best and how that seamlessly communicated the key work life lessons; it was exciting to think about how these initial five videos might grow into a series with longevity in the future.”
