Dreamforce 2024

Overview:
Dreamforce 2024, held September 17–19 in San Francisco, was Salesforce’s largest in-person event since the pandemic, drawing over 45,000 attendees from more than 140 countries. The experience spanned 1 million+ square feet across downtown, requiring the closure of two major city streets and combining immersive brand activations, theaters, concerts, partner showcases, and more. Millions more joined virtually via Salesforce+.
Agency Role:
As Salesforce’s agency of record, George P. Johnson (GPJ) led the end-to-end experience strategy and design, production, operations and execution of the event, in collaboration with Salesforce’s internal strategic event and creative teams.
Major Pivot:
21 days before event launch, Salesforce introduced a major event brand and messaging shift with the launch of Agentforce. This rebrand impacted more than 30% of finalized work, including over 730 graphics and messaging moments. GPJ collaborated with Salesforce to rapidly revise, produce, and deploy the updated assets—without disruption to delivery timelines or quality.
Key Experience Highlight:
The Agentforce Learning Experience was a standout example of this pivot in action—an interactive, LED-immersive environment where attendees explored AI solutions and engaged directly with Salesforce experts to begin building their own Agentforce journey.
Conclusion:
Dreamforce 2024 demonstrated Salesforce and GPJ’s ability to respond to high-impact brand changes with speed, precision, and scale. Despite a major brand pivot less than a month from live date, the event was delivered on time, on brand, and at full scale, reinforcing the strength of our long-standing partnership.