Atlassian Open Stories
For their first brand campaign after 17 years, Atlassian wanted to demonstrate their core philosophy of "working open" through real human stories. The challenge was making branded content that felt authentic rather than promotional.
We created three separate films, each following a remarkable person whose experience proved that extraordinary outcomes happen when people embrace openness and collaboration. Sean Ahlquist, an architecture professor who applied material science to help children with autism. Natalie Egan, who showed vulnerability as strength as an openly trans woman while building a company focused on workplace empathy. Jon Ellsworth and Carlyn Dougherty, who brought together 150 military personnel to develop life-saving medical technology.
These weren't Atlassian customers or tech industry case studies. They were human experiences about collaboration, transparency, and what happens when people work openly together toward something that matters.
My approach to branded content is always about putting people first. I never want to be in a transactional or extractive relationship with the people in front of the camera. I care about them and strive to be open to the story they want to tell. Audiences are smart. They show up for authentic experience, they stay for genuine connection. That's what imprints on their memories.
Working with Sean, Natalie, Jon, and Carlyn was an honor. Producer Natalie Taylor was absolutely critical in building trust and access, and helping me understand the background and significance of each person's work. We weren't talking about a product or even really about a brand. We were talking about ideas - about collaboration and being open and sharing and working together to achieve something meaningful.
The results felt real because they were real.
Atlassian Open Stories
For their first brand campaign after 17 years, Atlassian wanted to demonstrate their core philosophy of "working open" through real human stories. The challenge was making branded content that felt authentic rather than promotional.
With the exceptional team at Instrument, we created three separate films, each following a person whose experience proved that extraordinary outcomes happen when people embrace openness and collaboration. Sean Ahlquist, an architecture professor who applied material science to help children with autism. Natalie Egan, who showed vulnerability as strength as an openly trans woman while building a company focused on workplace empathy. Jon Ellsworth and Carlyn Dougherty, who brought together 150 military personnel to develop life-saving medical technology.
These weren't Atlassian customers or tech industry case studies. They were human experiences about collaboration, transparency, and what happens when people work openly together toward something that matters.
My approach to branded content is always about putting people first. I never want to be in a transactional or extractive relationship with the people in front of the camera. I care about them and strive to be open to the story they want to tell. Audiences are smart. They show up for authentic experience, they stay for genuine connection. That's what imprints on their memories.
Working with Sean, Natalie, Jon, and Carlyn was an honor. Producer Natalie Taylor was absolutely critical in building trust and access, and helping me understand the background and significance of each person's work. We weren't talking about a product or even really about a brand. We were talking about ideas - about collaboration and being open and sharing and working together to achieve something meaningful.
The results felt real because they were real.
Director: Rob Finch
Production Company: Blue Chalk
Agency: Instrument
Client: Atlassian
Producer: Natalie Taylor
Production Manager: Sebastián Weinberg
Director of Photography: Megan Clark
Assistant Camera: Chris Janjic
Editors: Eric Schoenbrunn, Chris Cresci, Kyle Stebbins
Sound Design: Digital One
Executive Producer [Instrument}: Beda Calhoun
Creative Director [Instrument}: Chris Larson
Art Direction [Instrument}: Jordan Lessler
Producer [Instrument}: Miranda Ripka
Director: Rob Finch
Production Company: Blue Chalk
Agency: Instrument
Client: Atlassian
Producer: Natalie Taylor
Production Manager: Sebastián Weinberg
Director of Photography: Megan Clark
Assistant Camera: Chris Janjic
Editors: Eric Schoenbrunn, Chris Cresci, Kyle Stebbins
Sound Design: Digital One
Executive Producer [Instrument}: Beda Calhoun
Creative Director [Instrument}: Chris Larson
Art Direction [Instrument}: Jordan Lessler
Producer [Instrument}: Miranda Ripka