snow devil & Outer Space

Date: 2017 & 2018
Roll: Creative Producer

As the Creative Producer for the Shopify Plus booth at IRCE in 2017 and 2018, I took charge of managing contractors and agency partners through the creative and production process. This role involved collaborating closely with our product and sales teams to identify opportunities and craft Shopify's inaugural events and trade show roadmap. Known for my creative risk-taking and meticulous attention to detail, I am particularly proud of the impact we made at IRCE.

During these events, we tracked 851 engaged attendees, resulting in 630 net new leads and the closure of six large account deals on-site. Responsible for both the creative concept and experience design, I aimed to redefine the traditional e-commerce trade show booth. In a space dominated by pop-up banners and overhead signs, we created the No Limits Lodge and Snow Devil Board Shop, paying homage to Shopify's history with founder Tobi building an online store to sell snowboards under the name "Snow Devil."

Our goal was to break through the noise of the busy trade show floor, and we succeeded by meticulously incorporating details that told the story of the company. The history of the company became a ski lift map, our after-party invites doubled as ticket entries attached to attendees' IRCE event badges, and we even crafted 25 custom snowboards for Shopify's app partners, highlighting their affiliation.

This impactful event not only set the bar for future Shopify trade events but also established the brand's identity as a standout, rebellious force when it comes to transforming traditional trade show booths into something unique, sparking conversations, and creating lasting memories. As a fun fact, IRCE organizers came to expect surprises from Shopify in subsequent years.

Building on this success, I led the interaction design team in subsequent years to create a space-themed booth with a touch screen mission control allowing attendees to explore the galaxy of Shopify Plus products and integrations. We also introduced a six-hole mini-putt with bookable tee times, replacing traditional booth meetings to enhance engagement and facilitate sales conversations, bringing an innovative twist to the show floor.