Zoomtopia
Client: Zoom
Brief: Zoomtopia 2022 marked a critical pivot point: it was the brand's return to a physical experience after defining the virtual world for two years. The challenge was to maintain the historically "playful and themed" spirit of Zoomtopia while maturing the aesthetic to reflect the company's evolution into a comprehensive communication platform. We needed a concept that felt native to the product but visually spectacular for a live audience.
Role: Art Director
– Workflows & project mapping
– Overall brand & visual direction
– Video concept & storyboards
– General session strategy
– Presentation & content management
The Strategy: Bringing "Virtual" to Life
We anchored the event on the concept of "Portals"—positioning Zoom not just as a video tool, but as a gateway to connection. The visual strategy was a love letter to the user journey: we deconstructed the iconic "original virtual backgrounds" (The Northern Lights, The Blades of Grass) and reimagined them as immersive physical textures.
The "Portal" Breakouts
We moved beyond standard door frames, creating custom-fabricated "Portal Gateways" for breakout rooms. These illuminated, architectural thresholds served as physical transitions, signaling to attendees that they were stepping into a new headspace for learning.
Main Stage 
Main stage continued the portal thematic, having entrances and key visuals leverage the overall identity. Planning for content and creative leveraged a dynamic server system, where multiple video and image files were layered and composited in real-time for executive keynotes and programming. The overall look was of a seamless, wide-format show made with flexible assets for both live and virtual audiences.
Content Direction (Video & Motion)
In collaboration with Studio Sage and Robotoaster, we produced the Zoomtopia opening video and "Spots" product announcement as a part of Zoom's primary keynote content. Work included initial storyboarding, script development, final animation and post-production.
Story of Happy: The opening moment tells the story of Zoomtpia's mascot, Happy the whale and their history with past events. Inspiration for the look and feel came from storybooks and previous themes from Zoomtopia's past. 
Spots: For the Spots product announcement, we were tasked with illustrating the broad concepts behind the platform offering while not showcasing UX/UI still in development. Working closely with Zoom's product teams, we highlighted Spots through abstract shape, color, form and motion set to music and the scripted voiceover. 
The Results: Global Impact & Growth
The high-fidelity creative execution successfully facilitated Zoom's transition into a platform, supported by massive engagement metrics.
Hybrid Scale: The event attracted 22,147 total attendees from 17+ countries, seamlessly blending the physical and digital worlds.
Commercial Success: The event generated $3.1M in sponsorship revenue and drove a 12-point growth in Partner NPS (reaching a score of 83).
Brand Expansion: The playful yet premium environment resonated with new users, with 53% of attendees being first-timers to the conference.
Credits:
Agencies
– Agency EA
– Studio Sage
– Robotoaster
Graphics
– Katie Geary
– Anthony Guagliardo
Motion/Presentation
– Holly Frankino
– Logan Doyle
– Amber McDonald
Spatial
– Drew Heller
Strategy/Copy
– Grace Hersey
– Elle Walters
Print Production
– Taylor Wattles
– Karen Backe

↑Back to Top