SNOWFLAKE DATA CLOUD SUMMIT 2024
As the lead Creative Director for Snowflake’s flagship Data Cloud Summit 2024, I teamed up with the internal client team to craft and lead an ambitious creative strategy—transforming a four-day conference into an immersive, high-energy experience that brought data to life for over 20,000 attendees at San Francisco’s Moscone Center.
This large-scale event featured Keynotes, 600+ breakout sessions, 250 partner activations, and a dynamic exhibit floor, but the heart of the experience was our conceptual theme: “Paint the town Blue” — a guided ascent to the peak of “Mount Data,” where attendees became empowered Snowflake customers.
The team envisioned and executed an immersive, snow-themed journey that transformed the venue into an interactive world of AI data exploration. From the moment attendees arrived, they stepped into a branded narrative — with touchpoints ranging from interactive installations, personalized games and exclusive gatherings.
Key contributions included:
Developed the core narrative and mountain-inspired journey metaphor that aligned product messaging with visual storytelling.
Oversaw the floorplan design and execution of all spatial experiences, including branded environments, partner showcases, and audience pathways.
Strategized and launched personalized digital activations that extended engagement across channels before, during, and after the event.
Lead a cross-functional team of designers, producers, fabricators and technologists to bring the vision to life at scale, ensuring cohesion across physical and digital platforms.
This project stands as a testament to the power of strategic creativity in B2B experiences — where business objectives meet emotional resonance, and where data professionals became brand believers atop the summit of innovation.
ROLE
Lead Creative Director
SERVICES
Experiential Marketing | Signage & Wayfinding | Fabrication | Environmental Graphic Design | Furniture Selection & Prop Styling | Spacial Design
TEAM
Creative Direction: Deanna Arriaga, Brandon Davis, Angela Strahan
Art Direction: Rhodelia Azcueta
Design: Daniella Casallas, Ana-Paola Laveaga, Sofia Casabianca, Jessica Lauer
AWARDS
Experience Design Awards 2024: Best Use of Technology
Marcom Awards: Strategic Communications
Completed while at GPJ: Snowflake