San Francisco_

The Brief:
Design and execute Dreamforce, the world’s biggest tech conference. No problem. How might we engage, inspire and celebrate a devoted community? Drive brand awareness and gain the attention of industry influencers and business decision-makers? Build and leverage partnerships to enhance brand growth?

Dreamforce is all about gaining the attention of industry influencers, customers and business decision-makers. The breadth and scale of the logistics, stakeholders and content is monumental - 135,000 attendees from every industry, every title within an organization, and something meaningful for every individual.

My Role:
• Strategic Attendee Journey Mapping
• Zone mapping and naming
• Creative Direction/Concepting
• Experience Design
• Environment Design + Space Planning
• Embedded in client teams
• Manage client expectations
• Vendor, Partner, Team, Budget + Project Management

Deliverables:
• Acquire and register 135,000 attendees, every industry, every title
• Million dollar hackathon competition
• A coherent ecosystem of immersive, educational + entertaining branded environments & experiences
• Elevated customer and influencer voices
• Digital, physical + social activations across numerous channels and physical spaces
• Printed materials from badges to banners to booth architecture
• Interactive lighting arrays, "Instagramable" installations and product displays