Dreamforce 2024
Dreamforce 2024, held in San Francisco, attracted over 180,000 attendees. The event highlighted advancements in AI, including Salesforce's new Agentforce and Atlas AI Engine, and featured keynote speakers, interviews, and the popular Dreamfest concert.
What
I was a creative assistant and designer as part of a greater creative team. I collaborated directly with creative directors who managed DreamForce’s environmental experience.
My Role
I assisted in enhancing the overall environmental experience by guiding furniture selection, color coordination, and communicate creative concepts, ensuring the choices aligned with the Dreamforce’s brand identity. Additionally, I selected soundtracks to enhance sensory engagement and ensured the 3D renderings were accurately reflected in the on-site execution.
My Responsibilities
Impact 1
I assembled mood boards to assist creative directors in expressing some of Dreamforce’s environmental concepts to inspire furniture selection, color coordination, and conceptual narratives.
By selecting pieces and capturing ideas that reflected the brand’s desired look and feel, I contributed to the overall expression of the physical onsite experience.
Inspiration
‘Playful modernism’ - Inspiration for pieces that are colorful while expressing individualism and versatility.
Mood boards that inspired and translated the creative director’s idea of data being pollinated and harmonized throughout spaces.
Impact 2
Visual Execution & Assistance
By ensuring 3D renderings were accurately reflected in the on-site execution, I contributed to the cohesiveness and immersion of the in-person experience.
Additionally, I visually designed a user survey for Dreamforce’s Campground level. The survey achieved the highest attendee engagement within Campground, resulting in a total of 5,879 scans.
Combined brand assets to design the ‘Salesforce on Salesforce’ survey encouraging attendees to watch and provide feedback on demos for a prize at the claw machine.
Assisted a creative director in selection and placement of flowers throughout Howard Street - DreamForce’s outdoor entrance moment.
I practiced: Following a floor plan to help position the iridescent orbs.
I practiced: Identifying graphical blemishes and errors on-site, ensuring visuals aligned with the 3D renderings and informing the production team to maintain visual accuracy.
Metal bar is interfering with Einstein.
The yellow shade of the icons are not visually accessible.
Tiny areas of the data installation needed to be shifted ever so slightly.
Metal bar is interfering with text.
Data dust pieces are too close to people’s heads when going down the escalator.
The gap in the mountain cuts off the integrity of the graphic.
Iridescent ceiling orbs are blocking the banner and needed to be relocated.
Reflection
Decision Making
Developed skills in visual design decision-making, particularly in adjusting signage placement and furniture selection to align with event themes and brand identity. Gained valuable insights by shadowing creative directors and producers during client walkthroughs.
Oversaw the full creative process, from brainstorming concept ideations to translating them into 3D renderings, and witnessing the physical production of designs—from construction to decoration—resulting in attendees interacting with the final environment.
Creative Process
Detail Oriented
Experienced observing and communicating fine details in graphical moments on-site, with hands-on practice comparing physical execution to 3D renderings for accuracy and alignment.