client:
Salesforce
Project:
Campground at Dreamforce
ROLE:
Sr. Creative Director
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.
Approach/Outcome:
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.