Dreamforce Campground: Turning Products into Experiences

The Dreamforce Campground is the central, high-energy expo hub of Salesforce’s annual Dreamforce conference, located in the Moscone Center. It acts as a physical, interactive representation of the products and keynotes, featuring over 40,000 square feet of product demos, industry-specific solutions, customer success stories, partner booths and experiences.

Role: Overall Campground Creative Director

Led creative vision across 9 product activations and 8 customer experiences, managing coordination between an 18 person creative team, product and industry marketing teams, customer marketing, and partner agencies (Sparks & GPJ).

The Challenge: Dreamforce 23 featured 9 different products and customer showcases across a 40,000 sq ft expo floor. The typical approach? Static product demos that visitors walk past. Our Approach: We transformed each product into an immersive, customer-led story that showed real business impact through hands-on interaction.

Product/Cloud Customer Experiences & Attendee Journies

9 Products (Commerce, Sales, Marketing, Tableau, Mulesoft, Service, Platform, Data, Einstein)
7 Customers, 8 Customer Experiences (Williams Sonoma featured twice! Once for Marketing Cloud and once as a large scale experience showcasing their breadth of Salesforce products working together over all their brands - showcased later on the page).

A whole lot of interaction, fun and learning.

Each experience followed the following journey.

To align our product marketing, customer and creative teams, I developed a structured attendee journey to bridge the gap between initial briefs and creative ideation. This unified workflow ensured cross-functional alignment and allowed us to rapidly prototype ideas, enabling us to fail fast and significantly reduce the lead time from concept to approval.

Here is an example with the Sales Cloud team, lead by John Ilang Ilang and Tyler Wellington.

Sales Cloud Example

Images of all the Product/Cloud Experiences

Williams Sonoma Inc - Customer Specific Success Experience

Williams Sonoma Inc (WSI) is a global leader in home furnishings, and the umbrella to a number of brands including Pottery Barn, PB Kids, PB Teen, West Elm, Williams Sonoma Home - lots of brands, for lots of tastes, across lots of walks of life. Regardless of the audience, the company puts the customer at the center of everything they do. Salesforce helps WSI build loyal, long-term customer relationships by delivering the right message to the right consumer at the right time, across all their brands.  

WSI delivers for everyone - from cooks to kids, from suburbans to city dwellers.  The company uses Data Cloud to identify ways to enhance every lifestyle. Data helps the brand deliver on specific personal tastes and the right messages and opportunities for everyone. They also use Slack, Sales/Service, Marketing Cloud Engagement, Personalization and Einstein AI, to engage with their customer base in a customized way, at scale, all while maintaining their very different brand identities.

The overarching theme to this physical activation is ‘How Williams-Sonoma, Inc. puts the customer at the center of everything they do’, and how Salesforce helps. Attendees experienced this through the lens of a family, and their interactions with WSI through different life stages.

As attendees walked through the house structure, each room revealed a vignette that showcased how WSI. enhanced the quality of their customers lives at home and the Salesforce technology that helped them do it. As attendees stepped through the rooms, motion activated frames changed from TV backgrounds, wall frames and computer screens into use case examples that highlight each of the family in their space.