This project was about Introducing Salesforce’s brand voice—and values—to a discerning global audience at the Cannes Lions International Festival of Creativity, where innovation, storytelling, and impact intersect. The experience needed to stand out in a saturated landscape while extending the #TeamEarth campaign’s narrative, previously introduced in a high-profile TV spot starring Matthew McConaughey.

As Creative Lead, I directed the end-to-end development of a multi-site brand activation, overseeing creative strategy and execution across global teams and agency partners. Every touchpoint was designed to deepen emotional resonance and embody Salesforce’s environmental values, while maximizing shareability and press potential.

We transformed the French Riviera into a narrative canvas:

A custom-designed hot air balloon photo moment floated above the crowds—creating both a visual anchor and a viral-ready experience.

A keynote environment extended the campaign's themes through immersive storytelling and spatial design.

At the beachside venue, we debuted a stunning eco-sculpture of our brand mascot, co-created with a renowned local artist—blending sustainability, artistry, and brand symbolism.

The Impact

The activation elevated Salesforce’s creative reputation on a global stage, forging emotional connection through bold, immersive storytelling. It served as a proof point for how B2B brands can show up with heart, vision, and real cultural fluency.

Collaborators: Cathy Campbell, Katie Snider, Paul Nowikowski, Iain Boltin, Paul Brennan