BRIEF/Objective:
 

Dreamforce is an annual four-day event that brings together the entire Salesforce community with over 170K attendees. Campground is the main expo and centerpiece that focuses on their go-to-market strategy. The challenge was to transform a 250,000 square foot hall into a cohesively branded environment with a meaningful attendee journey. A place where you can be educated and entertained. 

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Approach/Outcome:

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For the first time since the beginning of Dreamforce we were creating a completely integrated and fully themed expo. Branding Campground itself would be a massive undertaking. However my team was also responsible for the development and branding of 14 unique immersive engagements, 4 theaters, 2 social activations, 14 lounges, and 250 sponsors spread throughout the space.

 

Since Campground is the crown jewel of Dreamforce, every single detail from carpet and sound-scaping to structural design and user interfaces had oversight from my creative team and me.

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