Leading End-to-End Creative Production for Salesforce Dreamforce

Creative Production | Salesforce Dreamforce

Led the design and production of a full-scale, basketball-themed event environment for a 200+ person Dreamforce experience in a warehouse space in San Francisco. The project transformed the space into a cohesive, immersive brand experience celebrating Salesforce Canada’s year in sales.

I owned the full environment across physical, digital, and printed elements, ensuring consistency and execution across multiple formats and production partners.

This required thinking beyond individual deliverables and designing the space as a unified system that could be executed reliably in a live environment.

Role: Creative Lead and Production Manager

Scope: Experiential design, environmental graphics, space layout, print production, digital displays, motion art direction, vendor coordination

Team: Design and production (me), content lead, client stakeholders, external production vendors

Timeline: 8 weeks

Overview

Inspired by the Toronto Raptors NBA Championship, we developed a basketball-themed concept that transformed a warehouse space into an immersive, branded environment. The goal was to create a high-energy experience that felt celebratory, cohesive, and distinctly tied to the Canadian team’s identity.

The project required translating a themed concept into a fully realized physical space, while ensuring all elements could be executed efficiently across a range of formats and production constraints.

The work spanned large-scale environmental graphics, full-wall motion displays, and detailed printed elements, all designed to function together as a cohesive system.

Problem

The event required a cohesive design system across environmental graphics, digital displays, and printed materials, all within a large warehouse space. The concept needed to feel immersive and high-impact, while also being practical to produce and install.

There was also a strong emphasis on sustainability, which required reducing traditional print materials and finding alternative ways to deliver visual impact. All elements needed to come together seamlessly for a live event with a large audience and no room for error.

Approach

I approached the project as a unified environment rather than a collection of individual assets. The space layout, wall graphics, projections, and printed materials were designed together to create a cohesive and immersive experience.

To support sustainability goals, I reduced reliance on print by incorporating large-scale projections, including a full video wall and GOBO lighting, to deliver dynamic visuals without additional physical materials. Where print was used, recycled cardboard materials were selected to minimize environmental impact.

The basketball theme was carried consistently across all touchpoints, from large-scale visuals to smaller details, ensuring the concept felt intentional and fully realized.

Role and Execution

I owned both the creative direction and production execution, leading the design of the full environment while ensuring all elements were delivered accurately. This included space layout, environmental graphics, signage, digital displays, motion direction, and supporting materials.

I created production-ready files across formats and worked closely with vendors to ensure designs translated correctly into physical outputs. I balanced creative intent with real-world constraints, making practical decisions to ensure the experience could be executed efficiently without compromising quality.

The project required maintaining consistency across multiple surfaces, formats, and partners, while ensuring everything came together seamlessly for a live event.

Design and Experience

The final space transformed a warehouse into a high-energy, basketball-inspired environment. Large-scale visuals and projections created impact and movement, while the layout guided attendees naturally through the space.

The experience extended beyond visuals into the full environment. Waitstaff wore referee uniforms, food was served concessions-style, and interactive elements like a pop-a-shot game added energy and encouraged engagement. These details reinforced the theme across every touchpoint.

Digital elements added flexibility and reduced reliance on print, while physical materials grounded the space and reinforced the concept. The result was an environment that felt both dynamic and intentional without overproducing physical assets.

Outcome

The final result was a fully realized, immersive event environment that translated the concept consistently across physical, digital, and printed formats. The space successfully delivered a high-energy experience for over 200 attendees while maintaining quality and cohesion across multiple production partners.

The use of projections and sustainable materials reduced reliance on print while still achieving strong visual impact, demonstrating how creative and production decisions can work together to meet both experiential and operational goals.