VMworld
2018
VMware
Team Lead
My Impact
As the creative lead, I shaped the strategy and storytelling approach, defining how the interactive wall would engage visitors. I wireframed the experience, mapping out touchpoints, illustration zones, and animation spaces. I set the art direction, created assets for animation, set the illustration style, and oversaw a team of animators and an illustrator. Additionally, I managed the production company and was actively involved in testing to ensure seamless execution.
Background
VMware hosts an annual conference showcasing its latest products and technologies. The VMware IoT team tasked our agency with developing a unique, interactive experience that would educate and engage customers while showcasing VMware’s smart technologies.
Goal
In a competitive trade show environment, booths must stand out to capture attention and generate leads. Creating an engaging and memorable experience was essential to attracting visitors and maximizing interaction. The design needed to incorporate IoT elements and fit within a 20 x 8 ft display space.
Challenge
The project’s complexity stemmed from the interdependencies between its various elements. Implementing new technologies within strict constraints required fast problem-solving. Additionally, the tight timeline meant there was little room for iteration, demanding an agile and highly coordinated workflow.
Process
Given the time constraints, we worked in parallel across multiple streams—crafting stories, preparing assets, testing interactions, and refining animations simultaneously. This required constant collaboration and real-time communication among team members. Keeping animators, illustrators, and the production team updated with the latest specifications was critical to ensure alignment as elements evolved rapidly.
Solution
We created an interactive wall featuring multiple touchpoints enabled by conductive paint beneath the illustration. The visual centerpiece was a stylized modern city powered by VMware’s smart technologies. We divided the illustration into key focus areas—energy, safety, transportation, and manufacturing—each highlighting the impact of IoT solutions.
A flattened isometric perspective conveyed the city’s scale while maintaining clarity in storytelling. The neutral illustration allowed animations to take center stage, bringing the city to life. Visitors could interact with touchpoints to explore short, engaging narratives that demonstrated the benefits of IoT in everyday urban life. The result was an immersive, visually dynamic experience that successfully captured audience attention and conveyed VMware’s vision for the future.
