Incident smash
Shatter the Service Quo was Atlassian's brand campaign for the Service Collection, it carried a clear point of view: that the legacy model of service management is broken.
I was brought on to translate the campaign into something experiential for Team ‘26 in Anaheim, and extend the reach of the message with our attendees. I designed an experiences that parallels the cathartic feeling that the campaign evoked, breaking free from the systems that can no longer hold us back.
💥 481 interactions
at Team ‘26 in Anaheim, and second most popular activation only behind the Teamwork Collection.
🪙 915 MQLs generated
which was the highest number of leads earned across all products and collections featured at Team ‘26 in Anaheim.
The campaign
The Shatter the Service Quo campaign launched in May 2026 with premium publisher placements in Forbes and WSJ, and a sustained digital presence across LinkedIn, Reddit, and Meta. Its message was unapologetic: Stop maintaining the legacy systems. Stop defending complexity. Stop tolerating the status quo.
AI will fundamentally transform how businesses operate, and leaders are being pushed to meet this moment. Expectations are higher. Service must be unified, intelligent, and resilient across the entire organization, not patched together or slowed down by legacy constraints.
Role
Art Direction
Experiential design
Vendor management
How it showed up at Team '26
At Team '26, Shatter the Service Quo wasn't just signage or a tagline on a banner. It was woven into the fabric of the Service Collection zone inside the Atlassian Hub, a 3,400+ attendee expo experience showcasing the full Atlassian System of Work across seven zones.
The Service Collection zone opened with messaging that set the tone immediately: "The era of AI-native service." which was also reinforced by the narrative from the keynote stage, positioning Jira Service Management, Rovo, Assets, and incident response as parts of one connected, AI-powered service platform.
But the most magnetic expression of the campaign wasn’t signage or a looping video on a screen. It was the physical activation.
Literal metaphor
Tucked against the back wall, attendees were drawn into the Service Collection zone as they encountered an interactive whack-a-mole console.
The concept was deceptively simple and brilliantly on-message: classic ITSM pain points (manual workarounds, noisy alerts, broken handoffs) were reframed as "moles" lighting up on an arcade game. Attendees could grab product branded mallets and physically crushed the incidents as they appeared.
The activation drew 481 completions making it the second most popular activation second only to the Teamwork Collection. . But the numbers only tell part of the story. The energy around that wall was undeniable, eople were laughing, competing, and high-fiving strangers. It was the kind of moment where the activation didn't just promote a message, but allowed the attendees to experience it.
Shatter the Service Quo worked as a campaign because it was visceral. It was about cathartic release, and refusing to accept the way things have always been done. The Incident Smash activation didn't just explain that story, it let people live it, 60 seconds at a time.
Virtual reality or physical rage rooms were also potentially produced.
What’s next
We're exploring a digital version of the activation for the iPad that we can bring around for Atlassian’s Team on Tour events that showcase the Team experience all around the world.