Salesforce / Dreamforce
170k+ attendees, 2100+ graphics, 1000+ sessions, 800+ trees, and one life-size drive-thru redwood. Welcome to Dreamforce, the world’s largest tech conference.
As a creative lead with the in-house events team, I help drive the concept and creation for the overall experience and individual zones. We go to extremes to create an immersive, Disney-esque experience for our attendees, leaving no stone unturned (pun intended). From the backpack to the ginormous graphics to the 28+ foot waterfall, our team, along with our partner agency George P. Johnson, transforms downtown San Francisco into an immersive park-like experience.
Dreamforest
It’s the basecamp of Dreamforce, and the main thoroughfare to all other zones. Walk through a giant redwood tree, stop by a 28+ ft. waterfall for a breather, orient yourself with a trail map, and re-fuel with some coffee and snacks. As the creative lead in 2018 and 2023, I worked with our internal design and marketing teams and our partners at George P. Johnson to turn Howard Street, in downtown San Francisco, into a national park. It started with a trip to Disney for inspiration, and ended with site visits to prop shops in Los Angeles and set design studios in Las Vegas–where our massive attractions were constructed.
Salesforce Innovation Center and Executive Summit
A respite from the rest of Dreamforce, these two areas are reserved for top customers, prospects, and executives. Our mission was to create a refined Dreamforce experience. From babbling brooks to customized cabins in the woods, we created a living, breathing park indoors.
Partner agencies: George P. Johnson (Salesforce Innovation Center); Freeman (Executive Summit)
Large scale graphics and the smallest of details
Dreamforce wouldn’t be Dreamforce without the obsessive attention to detail, no matter how big or small. Plum Village Mindfulness zone, staff and docent uniforms, backpacks, merchandise, large-scale interior and exterior graphics, and Dreamfest are just a few more of the projects I’ve worked on over the years.
