Dreamforce 2025
Dreamforce is the world's largest AI event and, each year, the creative is a total feast for the eyes. Customer artwork shows up all over the event—from posters throughout the event campus to digital screens and the keynote speech, and even 50x50ft billboards on the side of SF's Metreon building. This year, we wanted to go BIG and revitalize our customer storytelling with super-curated practical photoshoots for as many customers as we could capture in time to make our print deadlines. The art direction was clear—hero our customers by capturing them in the spaces where their businesses thrive with Salesforce—but the logistics were challenging. Coordinating customer schedules, set building, product styling, and more, we worked with our in-house producers and marketers to bring 15 practical shoots to life in just two months time.
For all of the customers we weren't able to capture in person, we used existing portrait photography and worked with our retouchers to composite them onto AI-generated backgrounds. The process started with lots of trial and error, and finally, using reference images of real spaces together with our imaginative prompts, we were able to create the perfect spaces to tell an additional 30 customers' stories.
Customer Artwork using our real customer portrait photography
with AI-generated backgrounds.
with AI-generated backgrounds.
