PROJECTS
THE REBRANDING OF DREAMFORCE...and SALESFORCE
Dreamforce is an annual event that brings together the global Salesforce community for learning, fun, community building, and philanthropy. Trailblazers from all over the world gather to share their insights, successes, and learn the latest in industry innovations. As creative director for 6+ years for Dreamforce, I have been responsible for the creative direction of the developer zone along with various other business groups within the Dreamforce campus. What started as a blending of technology and nature, slowly morphed from one zone to the annual Dreamforce conference look and feel, to a complete rebrand of Salesforce. This is my proudest work and fortunate to work with such a great team throughout the years. Through graphics, illustration, UI/UX, architecture, interior design, engineering, and great storytelling, I was able to bring everything together in one cohesive event.
RED BULL STRATOS
Mission to the Edge of Space
This was a bittersweet project. Why, you may ask? Because this was my last job as Design Director for MKTG on the west coast. I put my blood, sweat and tears into this, creating an amazing museum display that traveled around the country. The display featured the ins and outs of the actual capsule that Felix Baumgartner jumped out of during the Red Bull Stratos Mission. Felix Baumgartner put his life on the line to break numerous world records by skydiving from the earth’s stratosphere. What I did was create a modular graphic museum environment which launched in April 2013 and is traveling around the country educating the world on the history of the Stratos Mission. This will become a permanent display in the Smithsonian, the second of permanent displays that I have designed in the United States. RESPONSIBILITY: Overall Creative Direction, Strategy, Consumer Journey, Floorplans, Graphic Design, Illustration, 3D Design, UI/UX Design and various other digital platforms, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation.
SALESFORCE TDX
Trailblazer Developer Conference
“Let’s go for a hike!” I said as I presented the creative direction to the Salesforce developer team. What started as a beta platform for developers called Trailhead, I was able to take that seed and grow it into one of the largest developer conferences in the world. At first it was an individual zone within the Salesforce Dreamforce event. It then finally grew into its own annual event, curated for the developer audience that attracted customers world wide. TrailblazerDX is now the only official Salesforce event exclusively focused on technical Salesforce professionals. As the creative lead, I was able to bring together a diverse audience focusing on the wide variety of Salesforce developer products. RESPONSIBILITY: Serving multiple business units across multiple channels throughout Salesforce, Overall Creative Direction, Strategy, Consumer Journey, Floorplans, Organizing Principles, Graphic Design, Illustration, 3D Design, UI/UX design through game play and various other digital platforms, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
ADOBE
Photoshop & You Experience
RESPONSIBILITY: Serving multiple business units across multiple channels throughout Salesforce, Overall Creative Direction, Strategy, Consumer Journey, Organizing Principles, Floorplans, Graphic Design, Illustration, 3D Design, UI/UX design through game play and various other digital platforms, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation.
BEATS BY DRE
Soho Retail Store
“Beats has a history, so doing it in SoHo — which has a history of being creative and on the edge — is where Beats should be. We want [the customer] to understand the idea behind Beats, the emotion of sound, the feeling of sound, we want them to understand it’s about the emotional art effect, it’s like music, film, a comic book, Beats is cultural, it’s relevant, it’s real. We want people to learn about why it sounds that way, the narrative. It’s really a way to tell our sound story.” - COO Luke Wood RESPONSIBILITY: Overall Creative Direction, Strategy, Consumer Journey, Organizing Principles, Floorplans, Graphic Design, 3D Design, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
SALESFORCE CONNECTIONS
The Marketing and Commerce Learning Event
Salesforce Connections is “the can’t-miss event for growing customer love” – it focuses on unlocking new strategies to increase efficiency, improve results, lower costs, and exceed customer expectations. The event focuses on cutting-edge Digital 360 innovations. Digital 360 is not a product itself but instead is an umbrella term that Salesforce uses to neatly package up three products: Marketing Cloud, Commerce Cloud, and Experience Cloud. Salesforce Connections is the go-to event for Marketers in the ecosystem to “learn, connect, have fun, and give back”. My role as Creative Director was to lead the creative vision of the event by being a leader and a do’er in everything but not limited to consumer journeys, floorplans, graphics, 3D design, UI/UX design. From customized architectural builds, UI/UX design through game play and various other digital platforms, and graphic production, I created a cohesive multi-day experience for our digital marketers. RESPONSIBILITY: Serving multiple business units across multiple channels throughout Salesforce, Overall Creative Direction, Strategy, Consumer Journey, Organizing Principles, Floorplans, Graphic Design, Illustration, 3D Design, UI/UX design through game play and various other digital platforms, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
NIKE
Prepare for Combat
I worked with the Nike Athletic Training group to launch a mobile campaign in order to promote Nike Pro Combat and the custom uniforms designed for the 2009 BCS conference finals. The creative was focused around the brand message “Prepare for Combat” in which we designed a military truck along with limited edition ‘ammo’ cases housing exclusive Nike apparel for each team. I was Creative Director and hands-on designer on the mobile vehicle, all support graphics, and overall strategy around the nationwide tour. RESPONSIBILITY: Overall Creative Direction, Strategy, Graphic Design, 3D Design, UI/UX, Presentation Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
NIKE
Jordan XX8 - Dare to Fly
Nike was launching a new shoe, the Jordan XX8, and needed a kick-ass experience to launch with it. What we (MKTG and I) developed was a basketball experience unlike any that had been done before. A glowing floor shuffle, an illuminating obstacle course, and a jump ramp led up to a 135 degree camera set-up which took pictures of the participants jumping towards the coolest dunk of their lives! The event was a success with athlete appearances, retail displays, a walk of history fame, all of which piggy backed with Michael Jordan’s birthday and the NBA All-Star game. Houston hosted one of the best Nike shoe trial events ever! RESPONSIBILITY: Overall Creative Direction, Strategy, Consumer Journey, Graphic Design, 3D Design, UI/UX design, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
NIKE
The Shamrock Shuffle
No other city celebrates St. Patricks Day like Chicago, and a few cities have running enthusiasts as numerous and passionate as those in Chicago. St. Patricks Day Revelers and Running Fanatics come together at the Shamrock Shuffle 8K Race in March, to kickoff the official running season. As the footwear and apparel sponsor of the Shamrock Shuffle 8K, Nike was well positioned to build brand excitement and showcase its dedication to the Chicago Running community - by letting people “Run Lucky.” The “Run Lucky'' campaign began in February with advertisements and radio announcements and came into full bloom with the Shamrock Shuffle Training Run kickoff on March 6th at NIKETOWN. We (MKTG and myself) were tasked with developing a new Visual Center for the Bank of America Shamrock Shuffle that captured the passion of the Chicago running community, and the authenticity of Chicago Irish culture. As always the Visual Center had to be uniquely NIKE. My role was a team collaboration of art direction, design, print production and fabrication management. Beginning with late night visits to Chicago Irish Pubs (for research of coure, meeting in the middle with fresh ideas and concepts, and finishing up with a Nike interpretation of a ‘Pub’. We implemented a unique and creatively executed environment into the runners expo at the shamrock shuffle. RESPONSIBILITY: Overall Creative Direction, Strategy, Consumer Journey, Organizing Principles, Floorplans, Graphic Design, Illustration, 3D Design, UI/UX design through game play and various other digital platforms, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
NINTENDO
3DS Launch Event
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MATTEL
Everyone Needs a Ken
Mattel–Barbie sought new ways to connect with consumers and the “Everybody Needs a Ken" campaign was created. Leveraging a mix of viral, experiential, and traditional media in both Times Square, NY and The Grove, LA on Valentine's Day, the event was an open invitation for consumers and fans of the famous couple to come and meet Ken in person. Models were hired, styled by designers, and placed in lifesize Ken boxes, creating memorable photo opportunities. Professional photographers were on staff taking pictures, which were uploaded to the Ken and Barbie Facebook page, as were selfies and uploading to social media encouraged. RESPONSIBILITY: Overall Creative Direction, Strategy, Consumer Journey, Organizing Principles, Graphic Design, Illustration, 3D Design, UI/UX design, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
McKESSON
The McKesson Vision Center
Creative directed and designed the McKesson Vision Center refresh after a significant business realignment.The center received a World Class Briefing Center design award. RESPONSIBILITY: Overall Creative Direction, Strategy, Consumer Journey, Organizing Principles, Graphic Design, Illustration, 3D Design, UI/UX design, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation
MICROSOFT
Retail Stores
RESPONSIBILITY: Serving multiple business units across multiple channels throughout Microsoft, Overall Creative Direction, Strategy, Consumer Journey, Organizing Principles, Graphic Design, Illustration, 3D Design, UI/UX, Video and Motion Graphics, Presentation Design, Architecture, Interior Design, Production Design, Fabrication Management, Timelines, Workback Schedule, Budget Management, Resource Allocation.
