Role: Art Director at the core team for Dreamforce 2019 Campground — the main show floor for the Dreamforce flagship event.
Responsibilities: turn marketing and strategic ideas into creative solutions; craft visual storytelling; sketch concepts for the show floor; design structures, installations, demo stations, and activation points; sell organized experiential marketing solutions to the client; create an immersive environment.
Responsibilities: turn marketing and strategic ideas into creative solutions; craft visual storytelling; sketch concepts for the show floor; design structures, installations, demo stations, and activation points; sell organized experiential marketing solutions to the client; create an immersive environment.
Dreamforce 2019 was featured in Forbes.
Immersive Brand Festival.
Dreamforce is an annual four-day flagship marketing event that brings together the global Salesforce community with 171K registered attendees and 16M online viewers.
Salesforce Brings Companies and Customers Together.
It's an experience that celebrates Salesforce's customer base (whom they call Trailblazers) and customer success and provides opportunities for learning, fun, community building, and philanthropy.
↓ watch the reel ↓
Together with my team we created Campground Experience — a whimsical, mesmerizing, and completely immersive main expo and a centerpiece of Dreamforce. The storytelling became alive through transformation of the 250,000 ft² sq. Moscone Center into a cohesively branded environment with a meaningful attendee journey, mesmerizing installations, and witty activations.
We organized the space through creating a symbiotic relationship between two worlds: Nature and Technology. We built an ecosystem where everyone can be educated and entertained.
Customer 360 Experience.
Customer 360 Experience is the heart of the Salesforce ecosystem from which all solutions emanate and thrive.
↓ watch video ↓
Located at the center of the campground, the Salesforce Customer 360 space is an attendee's physical starting point providing high-level information and experiences to educate, inspire, navigate, and activate them about how to connect their customer experience with one integrated CRM platform.
Initiated the Design Creation Process.
From a blank piece of paper I brought stories to life. I imagined concepts and gave shape to marketing key messages and strategic ideas. High-level creative development concepts that I sketched were the starting point for the creative department. My sketches set the direction for the specifics of how the centerpiece of Customer 360 experience will look. A big team of creative strategists, producers, 3d and graphic designers, technologists, video technical director, animators, light experts and many more made this Customer 360 experience shine.
3D renders by Marc Schulte
Industry Solutions.
Industries Village was the second large zone on the Campground show floor after Customer 360 experience. The Industries zone provided a deep dive into the breadth of industry solutions and products that Salesforce offers.
Covered industries were Financial Services, Healthcare and Life Sciences, Retail and Consumer Goods, Manufacturing, Government, Communications and Media, and Travel and Hospitality. Two major launches were Manufacturing and Consumer Goods Clouds.
Industries Village had a variety of demo stations that were serviced by the best Salesforce experts. Attendees learned that using Salesforce products tailored to the specific industry would accelerate their business with a 360 view of their customers.
The Lead Creative for the Industries Solutions Zone.
I built creative strategy, brainstormed on storytelling, worked on attendee journey, nailed floorspace plan, sketched concepts for structures, created initial 3d models of the structures and demo stations, worked with 3D designers, supervised the production process, presented and sold concepts to the client.
3D renders by Marc Schulte
Mobile Launch.
New Salesforce Mobile App was launched at Dreamforce 2019 to help CxO/business leaders/key decision makers and their admins enable the new Salesforce Mobile App which will help them and their organization succeed remotely.
The Mobile App engagement was located within the Innovation Showcase. This demo space was about 500 sq ft with a prominent position that was visible from the main Campground entrance. It was a single experience with 2 adjacent demos. The mobile announcement was launched in a compelling way presenting a 3d visual illusion installation which was a metaphor for endless possibilities that can be seen from the right perspective.
Small Business Essentials.
Inspire SMBs to journey down the path to their best business. Educate all attendees so they know Salesforce has solutions for small- and medium-sized businesses.
Salesforce x George P Johnson, 2019
