Cannes Lions
Role
Art Direction & Design Lead
I joined Salesforce Beach as design lead a little over a month before Cannes Lions, the industry's biggest stage for brand experience. My scope spanned two levels: overseeing the website and social presence, and leading art direction for two anchor activations within that world. The first, a personalized Formula 1 anthem, spotlighted a customer partnership. The second, the Status Protection Formulator (SPF), was a broader fun and delightful engagement activation.
F1 has its intro anthem. We gave every guest their own: enter your name, answer a few questions with Agent Astro, and Agentforce builds a personalized race day anthem and visualizer, drawing from 125 pre-built track combinations. You leave with a shareable, personalized video, your own podium moment.
The challenge was designing an interactive experience that tied the concept together and connected two very different brands, F1 and Salesforce, into one cohesive moment. I wanted it dynamic and full of delightful interactions, not a static brand mashup. I used Luma to run rapid iterations on our character and racing motifs, then brought them into Figma to build out the final designs.
F1 Track Star
Status Protection
Formulator (SPF)
Everyone at Cannes has an out-of-office. We put our own spin on it through a Status Protection Formulator (SPF Quiz). Visitors at the Salesforce Beach answer three questions with Agent Astro, and get back a personal OOO persona. Personas were built around sun exposure, hydration, and how you work Cannes: packed, curated, spontaneous, or Salesforce Forever. You leave with a cheeky status line, and a sunscreen you didn't think you needed.
Just three weeks before the event, our beauty and skincare partnership fell through, and creative leadership pivoted the concept. I scrapped the initial design and reworked the art direction to match. After a number of iterations, we arrived at a brand experience that felt right. I used Luma to iterate and brainstorm on what our personas would look like. Drawing on input from our copywriters' write-ups for each persona and applying that direction to the look and feel, I landed on a style that generated 36 unique avatars.
