AR PHOTO BOOTH, BUILDERS HUB | SNOWFLAKE DATA CLOUD SUMMIT 2024 | SAN FRANCISCO
Positioned at the center of the Summit floorplan, the Builders Hub served as Snowflake’s interactive, developer-focused hub bringing hands-on experiences, innovation, and community together in one highly visible destination.
It featured four Fun Zones, a theater for speaker sessions, 16 demo stations, a Connect Lounge for networking, and a LEGO Lounge for playful engagement creating a dynamic space where attendees could learn, explore, and interact with Snowflake’s ecosystem.
For Snowflake Summit 2024, I led the UI/UX design for an AR photo experience located within one of four interactive Fun Zones inside the Builders Hub. The activation centered around Snowflake’s Data Heroes—five larger-than-life characters whose unique powers brought distinct data skillsets to life and bringing brand storytelling to life through a fast, playful, and highly efficient digital moment.
Positioned at the center of the Summit floorplan, the Builders Hub served as Snowflake’s interactive, developer-focused hub bringing hands-on experiences, innovation, and community together in one highly visible destination.
It featured four Fun Zones, a theater for speaker sessions, 16 demo stations, a Connect Lounge for networking, and a LEGO Lounge for playful engagement creating a dynamic space where attendees could learn, explore, and interact with Snowflake’s ecosystem.
For Snowflake Summit 2024, I led the UI/UX design for an AR photo experience located within one of four interactive Fun Zones inside the Builders Hub. The activation centered around Snowflake’s Data Heroes—five larger-than-life characters whose unique powers brought distinct data skillsets to life and bringing brand storytelling to life through a fast, playful, and highly efficient digital moment.
The Challenge
As one of the headline Fun Zone activations inside the Builders Hub, the AR photo experience was designed to be a high-energy, high-demand moment. We anticipated heavy traffic and long lines, with the risk that last-minute decisions at the booth could slow throughput and disrupt the rhythm of the space.
The Solution
Partnering with Creative Technology, we created a playful, mobile-first microsite that extended the experience beyond the booth and into the queue.
Attendees scanned a QR code while waiting in line, allowing them to explore and select from animated AR backdrops featuring Snowflake’s five Data Heroes, each representing a different data skillset.
By the time guests stepped into the booth, their choice was already made—keeping the experience fast, fluid, and fun.
To amplify the physical layer of the activation, a curated prop table was placed alongside the booth, inviting expressive poses and adding a tactile, spontaneous energy to each capture.
Experience Strategy Highlights
•Designed a seamless physical-to-digital journey that kept energy high and lines moving
•Brought Snowflake’s Data Heroes brand to life through character-driven AR storytelling
•Balanced efficiency with delight in a high-traffic, festival-style environment
•Extended engagement beyond the booth to maximize interaction time and brand immersion
Outcome
•Maintained steady flow during peak hours without sacrificing experience quality
•Increased overall engagement within the Builders Hub Fun Zone
•Delivered a fast, joyful AR photo moment that felt effortless and shareable
•Final Output Time: ~7 seconds per participant
ROLE
Associate Creative Director
SERVICES
Experience strategy | Mobile UI/UX design | Interaction design | Creative technology
TEAM
Creative Technologist: Donnie Plumly
Design: Sofia Casabianca
________________________________________________
Completed while at George P. Johnson, Snowflake
Attendees scanned a QR code while waiting in line, allowing them to explore and select from animated AR backdrops featuring Snowflake’s five Data Heroes, each representing a different data skillset.
By the time guests stepped into the booth, their choice was already made—keeping the experience fast, fluid, and fun.
To amplify the physical layer of the activation, a curated prop table was placed alongside the booth, inviting expressive poses and adding a tactile, spontaneous energy to each capture.
Experience Strategy Highlights
•Designed a seamless physical-to-digital journey that kept energy high and lines moving
•Brought Snowflake’s Data Heroes brand to life through character-driven AR storytelling
•Balanced efficiency with delight in a high-traffic, festival-style environment
•Extended engagement beyond the booth to maximize interaction time and brand immersion
Outcome
•Maintained steady flow during peak hours without sacrificing experience quality
•Increased overall engagement within the Builders Hub Fun Zone
•Delivered a fast, joyful AR photo moment that felt effortless and shareable
•Final Output Time: ~7 seconds per participant
ROLE
Associate Creative Director
SERVICES
Experience strategy | Mobile UI/UX design | Interaction design | Creative technology
TEAM
Creative Technologist: Donnie Plumly
Design: Sofia Casabianca
________________________________________________
Completed while at George P. Johnson, Snowflake
