I have close to 30 years of event experience, starting with art directing the Music Expo event program as part of my tenure at Miller Freeman Publications, and later supporting events as a design and illustration freelancer. But, it wasn't until joining ServiceNow in 2015 that I grew into the role of event creative lead: Directing & managing all aspects of large-scale customer facing events.
My focus at ServiceNow is bringing our brand to life in the physical and digital event world: Through engaging activations, powerful keynote presentations, and thought-provoking show floor experiences. Shaping the entire attendee journey from the very first to the very last touchpoint, and all moments in between. Leading a talented team of designers, film makers, animators and storytellers to inspire, educate and entertain attendees around the globe. Building and maintaining strong relationships with our internal stakeholders, agency partners and vendors. And, creating dynamic and scalable brand systems through toolkits and supporting guidelines.
| Company: | ServiceNow |
| Title: | Creative Director |
| Years: | 2015 - Present |
The yearly ServiceNow flagship event for over 20,000 attending live, and 100,000 attending virtually, Knowledge is a four day immersive experience of learning, building pipeline, and showcasing the ServiceNow platform, all while strengthening brand equity.
After four years leading the team as a single in-person event, we adjusted our focus for two years (2020-2021) as a digital-only offering. Then, quickly pivoted to delivering our global audience a scaled-down four location event series in 2022. Now, back in Las Vegas for a large single experience in 2023!
Some highlights from various years of the Knowledge event:
Put YES to Work! For 2023, we brought our latest campaign to life, integrating customer photography, quotes and activations. A deep investment in a digital-focused expo floor experience raised the bar for future Knowledges.
After two years, 2022 brought back in-person experiences. But, with a twist: Four smaller international events in New York City, The Hague, Sydney & Las Vegas within the span of two weeks. A great way to bring our Knowledge program straight to our global customers. It was also an excellent exercise in developing a tight and scalable brand system to activate in four very different venues (ie. 10ft ceilings in The Hague as opposed to 30-40ft in other venues!).
A recap of the 2021 Digital Event Experience: Multiple channels of live interactive sessions, a highly-developed library of filmed keynotes, entertainment and more to produce some of the most successful Knowledge experience yet. I've included stills from the main keynote, filmed at the San Francisco California Academy of Science, and showcasing ServiceNow executives, customer stories, demos and the beauty of the museum environments.
Shortly before the Orlando load-in for Knowledge 2020, we quickly pivoted to a fully digital experience (due to the pandemic during 2020 & then later in 2021). Here's a few examples of the work developed by my team and our agency partners for the initial in-person experience.
