At Dreamforce 2024, I led the charge on bringing the Salesforce Platform Campground to life – showcasing everything from AI app and agent development to security and privacy.

The mission? To create an experience that didn’t just inform, but inspired. We wanted attendees to walk away with a deeper understanding of how to build trusted AI on Salesforce – and maybe even have a little fun while doing it.

As Campground lead, I helped shape the vision, owned the creative direction, wrote all the signage copy, and collaborated with our product teams to develop build impactful demos. Every detail was crafted to tell a clear, cohesive story about building secure, scalable AI solutions on our platform.

*Renamed to Agentforce Dev and Trusted Services

– Dreamforce

  • Shaping the onsite experience – from concept to execution. Bringing the Campground to life with demos, workshops, and a whole lot of foot traffic.

  • Turning product value into a story customers actually want to hear.

  • Writing the words and shaping the experience — every sign, screen, and swag moment.

764 scans at the ALM activation ✶ 2,983 attendees across 14 theaters + 11 breakouts ✶ 233 hands-on workshop attendees ✶ 717 Platform keynote attendees (83% show rate from Campground)

Campground

Before & After

Demo Booths

ALM Loop Activation Traffic Driver

Mini Hands-On Workshops

  • 6 demo stations where attendees dive into building intelligent apps and agents using low-code AI tools. They'll learn how to test and ship faster with secure environments and DevOps, all while keeping data protection at the forefront of their AI initiatives.

  • Mini hands-on workshops giving attendees practical experience in building AI-powered apps on our low-code platform — learning by doing at its best.

  • An interactive ALM (application lifecycle management) loop activation that drives traffic, featuring touchscreen animations that showcase our DevOps processes and security products. After exploring the DevOps animation, attendees were treated to a pre-packaged AirTag swag — an invitation to “secure your swag.”

Traffic Driver: ALM Loop Digital Activation

Our goal? To make the DevOps process click — literally. We chose a touchscreen activity that lets attendees explore animated product stories, putting interactivity front and center.

This hands-on experience not only brought our DevOps process to life but also highlighted key demos in the Campground area, making it a journey from concept to execution.

Traffic Driver: Secure Your Swag

We designed a swag bag featuring an AirTag, because losing your essentials is so last season. After all, what's the ultimate symbol of security? Your keys.