Dreamforce is one of the world’s largest and most influential enterprise technology conferences, hosted annually by Salesforce in San Francisco.
Drawing 40,000+ in-person attendees, the event transforms downtown into a fully immersive, citywide experience that brings together executives, developers, partners, and global brands. The program features executive keynotes, major product launches, and thousands of sessions across AI, data, CRM, cloud, marketing, commerce, and service.
Drawing 40,000+ in-person attendees, the event transforms downtown into a fully immersive, citywide experience that brings together executives, developers, partners, and global brands. The program features executive keynotes, major product launches, and thousands of sessions across AI, data, CRM, cloud, marketing, commerce, and service.
Designed as a temporary, large-scale experiential campus, Dreamforce spans approximately 87 acres across multiple buildings and outdoor environments, centered around the Moscone Center and extending across several downtown blocks. Known for its exceptional production value, the event integrates monumental stages, custom-built environments, interactive installations, and live entertainment directly into the urban fabric, setting a benchmark for how enterprise technology can be experienced through storytelling, spatial design, and human connection.
As Associate Creative Director, I oversaw experiential strategy and execution for the Marriott Marquis and InterContinental San Francisco, two cornerstone properties within the Dreamforce campus. These locations functioned as high-traffic experiential hubs, requiring cohesive creative direction, environmental storytelling, and close collaboration across production, content, and operations teams. My focus was ensuring each space delivered a distinct yet integrated experience that seamlessly aligned with the broader Dreamforce narrative while elevating attendee engagement at scale.
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MARRIOT MARQUIS | SAN FRANCISCO
MARRIOTT MARQUIS | DREAMFORCE 2024 | SAN FRANCISCO
As Associate Creative Director for the Marriott Marquis activation at Dreamforce, I led the creative vision and execution of a multi-functional, immersive environment designed to elevate attendee experience within the citywide campus. My role focused on ensuring seamless flow, cohesive design, and high-impact engagement across all spaces, while guiding cross-functional teams to bring the activation to life.
Creative milestones delivered:
•Designed and executed a multi-functional experiential environment connecting registration, partner engagement, VIP lounges, and networking areas
•Directed the SOMA lounge as an invite-only VIP space, creating an elevated, exclusive experience
•Developed spatial layouts for atrium, Customer Success Lounge, partner meeting rooms, YB Cafe, welcome areas, parents’ room, and quiet/meditation zones
•Selected furniture + decor, seating arrangements, and high-top tables to optimize attendee flow and comfort
•Curated experiential and branded elements, including photo moments, plant walls, digital signage, MOLO archways, and environmental storytelling
•Integrated lighting, AV, and breakout session setups to support presentations, networking, and VIP experiences
•Collaborated with cross-functional teams to ensure a cohesive, high-impact design aligned with the Salesforce brand and broader Dreamforce campus
ROLE
Associate Creative Director
SERVICES
Experiential Marketing | Signage & Wayfinding | Fabrication | Furniture Selection & Prop Styling | Space Planning
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Completed while at George P. Johnson, Dreamforce
ROLE
Associate Creative Director
SERVICES
Experiential Marketing | Signage & Wayfinding | Fabrication | Furniture Selection & Prop Styling | Space Planning
________________________________________________
Completed while at George P. Johnson, Dreamforce
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INTERCONTINENTAL | SAN FRANCISCO
INTERCONTINENTAL | DREAMFORCE 2024 | SAN FRANCISCO
As Associate Creative Director for the InterContinental San Francisco activation at Dreamforce, I led the creative vision and execution of a high-touch, immersive environment designed to educate, engage, and accelerate pipeline for top accounts. The activation featured 14 keynotes, 35 industry breakout sessions, and 27 invite-only networking functions, with industries including Education, Consumer Goods, Energy, Automotive, Manufacturing, and Communications, and products such as Commerce and Developer.
Creative milestones delivered:
•Directed strategic spatial design and creative direction for all event areas, including Customer Connect, the Pacific Terrace elevated outdoor VIP lounge, and overflow spaces
•Curated furniture + decor, seating arrangements, lighting, and plant placement across floors 4–5 to create cohesive, experiential environments
•Designed Pacific Terrace experiences, including overhead sail structures, custom greenery fixtures, and photo opportunity backdrops
•Integrated the AI Beanery, a fully autonomous coffee barista activation showcasing CRM + AI + Data + Trust through live interaction
•Crafted invite-only and high-touch engagements, including roundtables and solution-focused peer-to-peer sessions
•Ensured all keynotes, breakout sessions, and networking functions were fully integrated into a seamless, brand-forward experience
ROLE
Associate Creative Director
SERVICES
Experiential Marketing | Signage & Wayfinding | Fabrication | Furniture Selection & Prop Styling | Space Planning
________________________________________________
Completed while at George P. Johnson, Dreamforce
•Directed strategic spatial design and creative direction for all event areas, including Customer Connect, the Pacific Terrace elevated outdoor VIP lounge, and overflow spaces
•Curated furniture + decor, seating arrangements, lighting, and plant placement across floors 4–5 to create cohesive, experiential environments
•Designed Pacific Terrace experiences, including overhead sail structures, custom greenery fixtures, and photo opportunity backdrops
•Integrated the AI Beanery, a fully autonomous coffee barista activation showcasing CRM + AI + Data + Trust through live interaction
•Crafted invite-only and high-touch engagements, including roundtables and solution-focused peer-to-peer sessions
•Ensured all keynotes, breakout sessions, and networking functions were fully integrated into a seamless, brand-forward experience
ROLE
Associate Creative Director
SERVICES
Experiential Marketing | Signage & Wayfinding | Fabrication | Furniture Selection & Prop Styling | Space Planning
________________________________________________
Completed while at George P. Johnson, Dreamforce
