Dreamforce Foster Love Skateboard Build Activation
ROLE: ART DIRECTOR
At Dreamforce, giving back is one of our core pillars, alongside learning, connecting, and having fun. With this in mind, we set out to create an immersive and unforgettable hands-on activation where attendees could step aside from the conference and engage in a meaningful volunteer experience.
After exploring a variety of impactful giving-back opportunities, we partnered with Foster Love, a nonprofit dedicated to ensuring children in foster care have access to the same experiences as their peers. With over 430,000 children in foster care nationwide and more than 4,000 in the Bay Area alone, many miss out on basic childhood joys. We wanted our activation to make a real impact on the local community, and together with Foster Love, we designed an experience where attendees could build and decorate skateboards to be donated to local foster youth.
The Activation
Inspired by a skate shop aesthetic, the space invited attendees to assemble and personalize boards with vibrant decals and designs. Skateboards provide more than just fun—they foster creativity, confidence, and transportation. Attendees worked in teams, reinforcing community spirit while crafting something meaningful.
Engagement & Impact
To enhance the experience, we created a photo moment with a custom backdrop, encouraging teams to showcase their boards and share on social media. Once completed, all skateboards were donated to local foster organizations, ensuring Bay Area kids benefited directly.
This activation wasn’t just about giving back—it was about connection, creativity, and impact. Attendees walked away knowing they had contributed to something bigger, embodying the Dreamforce spirit of generosity and community.
My Role in Bringing the Activation to Life
As Sr Art Director, I led the conceptualization and execution of this activation, exploring multiple giving-back experiences before partnering with Foster Love. I coordinated logistics with our onsite event agency, Freeman, and art-directed the fabrication of our skate shop-inspired space, ensuring it met both budget and creative goals. I also art directed all supporting materials, including custom skateboard decals, instructions, signage, and print collateral, to create a seamless and engaging experience. Onsite, I oversaw execution, guided attendees through the build process, and personally assembled over 60 skateboards to help maximize our impact. This activation was a powerful demonstration of how design can foster connection, generosity, and lasting community impact.
