C L I E N T

Salesforce Dreamforce 23'

P R O J E C T

Salesforce+ Studio: Catch the action, exclusive interviews, and real-time insights

 

| Experiential

 
 

S I T U A T I O N

Broadcasting the future of AI-powered business that reflects and connects Trailblazers

Salesforce+ Studio broadcasts live from the most valuable event in business—Dreamforce 23. This premier event serves as a key platform for educating customers and prospects about new products and services, driving adoption, building customer loyalty, and influencing sales pipelines.

George P. Johnson has partnered with Salesforce since 2009 when attendance was hovering around 19,000. Attendance for 2023 was over 40,000 registered attendees.

 

3D Renderings

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Photographs

 

 

C H A L L E N G E

Create a state-of-the-art live broadcast and staging environment for Salesforce’s Dreamforce within Hall D that not only supports seamless live production but also maximizes attendee immersion and engagement. The design needed to integrate multiple broadcast stages, production facilities, and viewing zones consistent with the overall event theme.

S O L U T I O N

Served as primary Creative Director for Hall D, partnering with Sparks and Nomobo’s live broadcast team to design and deliver an innovative broadcast complex.

  • Designed a main broadcast stage located adjacent to themed lounges for seamless audience interaction.

  • Developed three smaller back-of-house stages to support varied production needs.

  • Oversaw the creation of comprehensive broadcast back-of-house headquarters, including production rooms and green rooms.

  • Ensured all elements were cohesively integrated into Hall D’s overall spatial and thematic design.

  • Created immersive attendee viewing areas strategically positioned with large-format monitors to enhance live broadcast engagement and attendee comfort.

R O L E

Led the end-to-end creative vision, design, and execution of the broadcast and staging infrastructure. Collaborated closely with internal teams and external partners, including Sparks for creative production and Nomobo for live broadcast integration, ensuring the environment delivered high-impact immersive experiences aligned with Salesforce’s brand standards.

R E S U L T S

  • Sessfully implemented a comprehensive multi-stage broadcast environment supporting complex live and recorded productions.

  • Created immersive, comfortable attendee viewing zones directly connected to broadcast content, enhancing live event engagement.

  • Delivered a fully integrated thematic experience within Hall D that elevated event professionalism and attendee satisfaction.

  • Achieved over 85% average seat occupancy in dedicated viewing zones and a 40% increase in broadcast viewership compared to prior events.