From Connections to Dreamforce

Connections became the first opportunity to bring the All Business is Social campaign into a large Salesforce event environment. After seeing the booth in person, I carried specific learnings into Dreamforce, where the audience and footprint were larger and the need to stand out was even greater.

We increased the scale of the Sprout logo, moved the campaign’s tagline to a more visible position, introduced a larger screen and pushed the monitor content toward more motion and less copy so the creative could communicate faster on a busy show floor. With tight budgets across both events, the focus was on making the highest-impact elements work harder rather than adding more for the sake of it.

At Dreamforce, that approach extended into a custom swag station where attendees could choose from four items and six imprint options to create their own piece. I had the idea to use select graphics from the upcoming Chapters identity as imprint options, creating a subtle preview of the new executive event series and giving the team a natural way to start conversations with the right audience.

Result: The activation helped drive more than 150 product demos per day for three days, averaging roughly 20 demos per hour.

Executive meeting space at Dreamforce


A fully branded meeting space across from the event created a place for attendees to step away from the noise, spend time with the team and take part in executive meetings and product conversations. I art directed the environment, carrying the same campaign system into a more hospitality-focused setting.

Branded car service at Dreamforce


A custom Sprout vehicle extended that presence into the city. Attendees could pre-book rides to and from the convention center, while the exterior creative worked as a moving billboard and photo moment. The social team also used the car as a setting for creator interviews throughout the event.

Happy Hour Experience at CNX


The CNX happy hour came together on an especially compressed timeline. The initial request was for a 1920s speakeasy theme, but the concept felt disconnected from both the modern venue and Sprout’s more future-forward brand direction.

I used ChatGPT as a creative partner, sharing brand guidelines, event messaging and venue imagery to explore directions that felt more aligned. That process led to The Signal Lounge, a concept built around tuning into what matters and filtering out the noise.

From there, I developed the thematic direction and drink naming around social, signal and connection, while art directing a visual system rooted in waveforms, signal bars, motion, light and Sprout’s gradient palette. The concept turned the existing space into something that felt native to the venue while still clearly connected to the Sprout brand.

Supporting the campaign digitally

The same campaign language carried through the digital experience, including event registration and social promotion. These touchpoints helped connect the pre-event journey to the physical experience, creating a consistent visual thread from first impression through the live event.