Seizing Opportunities in the New Era of Experience Marketing: From Adversity to Innovation

Revolutionized marketing by transforming virtual events into broadcast-style shows.

In March 2020, as the world braced itself for lockdowns, companies faced an unprecedented challenge: How could they keep their brands alive, relevant, and vibrant in a world where in-person experiences had become impossible?

As creatives, we stood at the crossroads of an industry needing transformation. Overnight, we evolved from crafting visually compelling experiences into full-fledged digital broadcast architects, bringing a television-grade aesthetic to the virtual stage. Suddenly, brands weren’t just hosting webinars or online conferences—they were producing shows that had to compete with the likes of Netflix and Hulu . And it changed everything.

From Speakers to Presenters, from Webinars to TV Broadcasts

For speakers, the shift was palpable. Once used to the energy of a live audience, they now had to learn the art of performing like TV presenters—connecting with an invisible crowd through a camera lens. Their delivery needed to be engaging and dynamic, not unlike a news anchor or late-night host. It wasn’t just about delivering a message anymore; it was about maintaining attention in an environment where distractions were a mere click away.

From our side as creatives, this challenge demanded a new level of aesthetic consideration. In the age of @Zoom fatigue, everything needed to look stunning, polished, and immersive. We had to reimagine how digital experiences were designed, transforming static online events into interactive, visually compelling broadcasts that not only conveyed a message but held the audience’s attention.

We began competing for the same eyes that were binge-watching high-quality entertainment on OTT platforms. Our goal? To offer something that not only rivaled but surpassed the level of engagement offered by traditional media. We didn’t just enhance the digital experience—we redefined what it meant.

Dreamforce 2020: The Turning Point

One of our most significant early challenges was with Salesforce’s Dreamforce 2020. As the world’s largest software conference, the stakes were high. In the early days of the pandemic, Salesforce was considering canceling the event entirely. But we saw an opportunity for reinvention.

Collaborating with their team, we developed Dreamforce to You (DF2U), a groundbreaking digital experience that transformed the way keynotes were presented. Instead of a dry, corporate affair, we brought in high-energy performances from bands like #Metallica and #LennyKravitz, alongside interactive sessions that connected with thousands of Dreamforce users around the world. What could have been a somber, canceled event turned into a vibrant, immersive digital experience, setting a new bar for what virtual events could achieve.

This moment signaled a major shift in the events industry. Suddenly, we weren’t just designing for the online world; we were crafting broadcast-quality shows, making every second count in keeping the audience glued to their screens.

A New Standard for Virtual Experiences

The success of Dreamforce 2020 was just the beginning. We went on to create brand-defining digital experiences for major players like Booking.com , where we crafted the event branding and motion graphics system for a massive virtual event. What started as simple webinars morphed into world-class broadcasts, setting a new standard for experience marketing in the digital age.

Today, we continue to push the boundaries, helping some of the biggest tech brands on the planet look not just professional, but world-class. Our role is to keep their brands modern, vibrant, and, most importantly, vigente—alive and relevant in the cultural conversation. Whether it’s through creative event branding, dynamic motion graphics, or immersive digital experiences, we bring the same level of energy and innovation that defines top-tier entertainment.

What’s Next? Competing for Eyeballs with Netflix and Beyond

The competition for audience attention is fiercer than ever. In the digital world, we are not just competing with other events but with the entire entertainment ecosystem. This requires us to think beyond simple corporate communication. We now have to offer content that’s educational, entertaining, and visually breathtaking all at once. Brands must now produce events that feel like binge-worthy shows, complete with dramatic pacing, high production values, and unforgettable moments.

I’m thrilled to share our latest Events in Motion Showreel, which showcases the incredible projects we’ve worked on for global giants like 谷歌 , Kyndryl , Salesforce , Docusign , Indeed , and many others. These projects are a testament to how the pandemic didn’t just challenge us—it pushed us to redefine what’s possible in the world of experience marketing.

The future of digital events is bright, vibrant, and full of possibilities. We’re ready for what comes next, and we’ll be right there, transforming the experience along the way.

—Juan Crescimone | [email protected]