Telling Stories Through a New Lens

Everything from the way we work to the way we get together has fundamentally changed. In the wake of those changes, Salesforce, the world’s #1 customer relationship management (CRM) platform, sought to evolve the way we experience conferences and events. Salesforce developed a new, original, digital series, told on the Salesforce XR stage. Focused on the future of work, it also featured inspiring stories of transformation and highlighted Customer 360 innovations in compelling ways.

This new kind of brand experience was designed to reach millions of viewers around the world and give them the opportunity to learn more about the topics that matter most to them, all from the comfort of their own homes.


Innovating with Technology to Create a New Viewer Experience

The driving force behind the new viewer experience included an Extended Reality (XR) next-generation process for film, broadcast, and live event production, where several kinds of immersive technologies (AR, VR, MR) came together on the Salesforce XR stage to create a world that melded the physical and virtual.

Mixed reality (MR) combined camera tracking and real-time rendering in a game engine and were used to create an immersive virtual environment that was visible live on-set and shot directly on camera for the series, which was broadcast with a live show hosted by Salesforce Chair and CEO Marc Benioff, along with such special guests as Tony Award-winning actor James Corden and more. 

The entire recording and production experience, particularly the Salesforce XR stage, was designed to give participating presenters the ability to “transport” themselves to multiple locations around the world, all while remaining in one, stationary filming location.

For Salesforce, It was important to showcase the ease in which their customers are able to succeed from anywhere in an all digital world. The imagery, location selections and content strategy aligned in every way to highlight examples of just that.

To lead with health and safety, the entire process adhered to COVID-safety compliance, which included testing and even airing out the studio. In addition, onsite staff were reduced to a limited number of people, as were in-studio staff and talent.

What’s more, such aspects as viewing, editing, and art direction were all handled remotely. Our team also generated CG background fits for the evolving scripts.

Results and Key Highlights

  • Brought to life customer success content in exciting new environments.
  • Collaborated with a team of partners to deliver engaging and compelling content
  • Evolved our strategy to an all digital delivery to accommodate short ramp-up time frames, quick-moving deadlines, and an expanded workflow
  • Initial positive results with thousands of attendees and millions of social media views/impressions