Rolling in Dough
The Concept
Every year at Dreamforce, each product team gets a moment to stop people in their tracks. I was part of the team that pitched the idea that stuck: a cookie shop. Rolling in Dough was a fully realized mini bakery on the conference floor where attendees placed orders on a large interactive screen and discovered Agentforce Sales capabilities one flavor at a time — QuoteMeal Raisin for quoting, Pipeline Party for pipeline visibility. At the end, you walked away with an actual cookie.
Product education disguised as a bakery visit.
My Role
Once the concept was greenlit, I owned the art direction — spatial design, the digital ordering experience developed in close collaboration with my creative director, and every detail in between. We brought in a local chalkboard artist to hand-letter the menu and signage, which gave the space a warmth no printed graphic could replicate. The glass case, cookie stands, shelving — all deliberate. I collaborated across art directors, PMMs, copywriters, and production teams, navigating tight timelines and multiple rounds of stakeholder review to get it across the finish line.
The Team
Creative Director: Jessica Keller
Art Director: Jonathan Vornbrock
Copywriters: Caleb Couturie, Ryan Plummer
The Results
The booth stopped traffic and created real moments of delight on the floor. Every layer — screen, signage, cookie in hand — felt like one coherent idea.
2,184 badge scans — the most visited product activation in the entire Sales Lounge
~2,200 cookies served — every one of them earned
64% of total Sales Lounge pipeline influence — outperforming every other element in the space