Dreamforce 2024

At Own, we empower every company operating in the cloud to take ownership of their data. Last year, we emphasized the importance of data independence, and we believe that the future of your data lies in unlocking its full potential.
This year, we embarked on a mission to help the Salesforce ecosystem recognize that data fuels their future. It drives enterprise AI, digital transformation, business insights, and more.
We began with a powerful idea: the Model T Ford. It represented a pivotal advancement in transportation. As we like to say, “While everyone else is in horse and buggy, we bring people the car.”
From there, our journey took us through a fun and engaging exploration of generative AI images, branded 3D renderings, and a blend of both.
Creative Director: Brooke Glynn
Video: Andreas Lee
Designer: Arslan Khaliq
Web: Steven Connerton
Agency: Elevation3D, Latina
Dreamforce Header image with top of futuristic gas station
As the Creative Director at Own Company, a B2B SaaS company, I led our in-house Creative team in developing the branding for Dreamforce 2024, Salesforce's largest user conference. We took an innovative approach, blending generative AI, 3D experiential renderings, and traditional design software to create something unique.
This year, our goals as a company were to be viewed as innovators by Dreamforce attendees and to be known for more than just backup. From a creative perspective, this means breaking through the noise of a very big and busy conference while authentically executing our theme.
After refining the "Data Fuels" theme, we started brainstorming. Internally, we began by exploring ideas with GenAI tools, like Midjourney, to quickly explore a wide range of visual styles, themes, and concepts. 
Our experiential event agency, Elevation3D, began conceiving ideas that would eventually be transformed and executed at our 30x30 trade show booth and off-site event space, The Howard, in San Francisco.
Process:
Idea Generation: Team members input keywords and themes related to "futuristic gas station" into the GenAI tool. Seeing these unique and specific images helped inspire future visuals.
Visual Exploration: GenAI produced numerous images, offering a mix of abstract and realistic designs based on the theme.
Concept Selection: After reviewing the physical booth renders, we were able to refine and direct the AI-generated images. The team selected several concepts that aligned with our brand look and feel.
By starting with inspiration from GenAI imagery, all creative parties involved could focus more on strategic thinking and less on the technical aspects of image creation. We could ask, " What if?" and have the answer be "yes."
While the initial brainstorming was a success, the team recognized that the next step required expertise in 3D rendering to elevate their concepts into tangible, market-ready, branded visuals.
Own partnered with a well-regarded 3D agency known for its innovative and high-quality product renderings for a previous project. Latina had experience in translating 2D or even verbal concepts into dynamic 3D visuals, making them an ideal partner.
Andreas Lee (Video Lead) and Arslan Khaliq (Senior Graphic Designer) led the collaboration with Latina. They presented our selected AI-generated concepts and started discussions on the brand's story, our Dreamforce theme, and how best to represent it in 3D.
Latina created key 3D branded renderings based on the concepts inspired by our physical booth. Adding our logo on the nozzle or using our exact gradient from our logo were the details you couldn't get from GenAI. We provided feedback, ensuring that the final outputs aligned with their vision regarding textures, colors, and appearance.
The stunning, high-quality 3D renderings perfectly represented Own's Dreamforce theme and brand. The visuals were used in various formats, including digital displays, promotional materials, the web (https://www.owndata.com/dreamforce-2024), and video. The final 3D renderings created a strong, cohesive visual identity for Own, significantly impacting the event.
Web Design
Wall Street Journal Print Ad 
The combination of GenAI and professional 3D expertise streamlined the creative process, allowing the team to focus on strategy and brand storytelling. The Own Marketing team continues this theme and creative through our Q4 campaign, Data Fuels Your Future.
Our experience highlights the power of integrating technology with creative collaboration. Utilizing GenAI for brainstorming and partnering with a 3D agency for refinement improved our creative process and enhanced our brand's presence at Dreamforce.
Social Recap Video
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