It starts with Jira

OOH design
Project Overview
The “It starts with Jira” campaign set out to reframe Jira‘s perception as a developer-only tool, into a central, flexible way of working for all business teams to plan, collaborate, and execute projects.
My Contributions
I joined this project to own the design and execution of the campaign‘s Times Square “station domination”. While the portion I lead was a big delivery (100+ unique print mechanicals), it was just part of a large effort undertaken by our team. Producer Melinda Michaud provided these stats for the project retro: due-to-done in six weeks, 12+ print and production vendors, 75+ Jira tickets, delivered over 1,000 OOH digital, print, and motion placements, and it was Atlassian’s largest campaign spend at the time (Aug 2024).

Overviews of the designs to help visualize sequencing and ‘big headline moments‘, strategically placed where walking traffic would face the designs or first see them when, for instance, entering the shuttle passage from either end of the subway station.

Two detail views of the overview layouts (seen above).

Additional campaign executions, including motion, are included below for context. Kudos to teammates Christina Jirachachavalwong, Alison Chan-Bevan, Jack Stoller, Melli Lawrence, and a long list of collaborators too numerous to list here.