CAPTURING CULTURE,
RADIATING BRAND.
Real employees, real joy, all on-brand — this is what good content feels like.
Who
Salesforce
What
Art Direction
Styling
When
2024
CONTENT GATHERING
CAMPAIGN SYDNEY
CONTENT GATHERING
CAMPAIGN SYDNEY
The Content Gathering Campaign is a key part of Salesforce’s creative engine, fueling everything from digital screens to printed campaigns with authentic, high-impact photography.
For this shoot, I led the creative direction to ensure every shot felt true to the Salesforce brand Real people, real energy, and a vibe that reflects the company’s values. I worked closely with employees to stage natural, vibrant moments that brought out their personalities, not just posed smiles.
The Content Gathering Campaign is a key part of Salesforce’s creative engine, fueling everything from digital screens to printed campaigns with authentic, high-impact photography.
For this shoot, I led the creative direction to ensure every shot felt true to the Salesforce brand Real people, real energy, and a vibe that reflects the company’s values. I worked closely with employees to stage natural, vibrant moments that brought out their personalities, not just posed smiles.
And the result - photos that didn’t just tick the brand box, they made people feel something. Colleagues described the visuals as “radiating real joy and sunshine,” and the approach proved so effective, it became a creative benchmark for teams around the world.
This project showed how strategic planning, great direction, and a human-first mindset can turn a shoot into something much more: a living, breathing expression of brand identity.
And the result - photos that didn’t just tick the brand box, they made people feel something. Colleagues described the visuals as “radiating real joy and sunshine,” and the approach proved so effective, it became a creative benchmark for teams around the world.
This project showed how strategic planning, great direction, and a human-first mindset can turn a shoot into something much more: a living, breathing expression of brand identity.
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135.255 740.395 133.907 C 740.395 132.683 741.069 131.948 742.416 131.703 L 744.988 131.336 C 747.559 130.968 749.212 130.234 749.947 129.131 C 750.804 128.029 751.233 126.192 751.233 123.621 L 751.233 65.944 C 751.233 59.943 750.13 55.718 747.926 53.27 C 745.722 50.82 742.599 49.595 738.558 49.595 C 734.64 49.595 731.088 50.759 727.904 53.086 C 724.843 55.289 722.394 58.291 720.557 62.086 C 718.72 65.76 717.802 69.862 717.802 74.393 L 717.802 123.621 C 717.802 126.192 718.17 128.029 718.904 129.131 C 719.761 130.234 721.475 130.907 724.047 131.152 L 729.007 131.703 C 730.354 131.948 731.027 132.683 731.027 133.907 C 731.027 135.255 730.292 135.928 728.823 135.928 Z M 618.733 173.583 C 616.897 173.583 615.978 172.91 615.978 171.563 C 615.978 170.216 616.774 169.481 618.366 169.359 L 620.938 168.991 C 623.51 168.624 625.163 167.889 625.897 166.787 C 626.755 165.684 627.183 163.848 627.183 161.276 L 627.183 61.903 C 627.183 59.699 626.815 58.229 626.082 57.494 C 625.469 56.636 624.306 56.086 622.591 55.841 L 618.733 55.289 C 617.142 55.168 616.346 54.494 616.346 53.269 C 616.346 52.29 617.325 51.616 619.285 51.249 C 623.081 50.636 625.959 49.656 627.918 48.31 C 629.999 46.963 632.142 45.31 634.347 43.35 C 635.449 42.248 636.367 41.697 637.102 41.697 C 638.204 41.697 638.756 42.432 638.756 43.901 L 638.756 49.595 C 638.756 50.453 639.123 51.065 639.858 51.432 C 640.592 51.678 641.449 51.31 642.429 50.33 L 644.45 48.31 C 646.899 45.861 649.409 44.085 651.981 42.983 C 654.553 41.759 657.492 41.146 660.798 41.146 C 666.431 41.146 671.39 43.044 675.676 46.84 C 680.085 50.514 683.514 55.657 685.963 62.27 C 688.535 68.883 689.82 76.659 689.82 85.598 C 689.82 95.762 688.228 104.762 685.044 112.6 C 681.86 120.437 677.452 126.56 671.819 130.968 C 666.309 135.376 659.941 137.581 652.715 137.581 C 649.042 137.581 645.797 136.907 642.981 135.561 C 640.776 134.581 639.674 135.255 639.674 137.581 L 639.674 161.276 C 639.674 163.848 640.041 165.563 640.776 166.419 C 641.633 167.4 643.348 168.073 645.919 168.441 L 652.715 169.359 C 654.062 169.603 654.736 170.277 654.736 171.379 C 654.736 172.848 653.818 173.583 651.981 173.583 Z M 653.267 132.989 C 660.124 132.989 665.634 128.948 669.799 120.865 C 674.085 112.783 676.227 101.884 676.227 88.169 C 676.227 75.557 674.391 65.944 670.717 59.331 C 667.044 52.719 661.838 49.412 655.103 49.412 C 650.94 49.412 647.327 51.127 644.266 54.555 C 641.205 57.984 639.674 62.76 639.674 68.883 L 639.674 115.172 C 639.674 120.682 640.899 125.029 643.348 128.213 C 645.919 131.397 649.226 132.989 653.267 132.989 Z M 587.421 137.581 C 581.543 137.581 576.278 135.622 571.624 131.703 C 566.971 127.785 563.236 122.273 560.42 115.172 C 557.725 107.946 556.378 99.62 556.378 90.19 C 556.378 80.516 557.786 72.005 560.603 64.658 C 563.419 57.311 567.277 51.555 572.175 47.392 C 577.074 43.227 582.523 41.146 588.523 41.146 C 595.749 41.146 601.565 44.146 605.974 50.147 C 610.505 56.024 612.769 65.637 612.769 78.985 C 612.769 83.027 611.239 85.047 608.177 85.047 L 573.277 85.047 C 570.828 85.047 569.604 86.455 569.604 89.272 C 569.604 102.252 571.501 111.988 575.298 118.477 C 579.094 124.968 583.931 128.213 589.809 128.213 C 594.462 128.213 598.258 126.56 601.197 123.254 C 604.137 119.947 606.524 114.375 608.361 106.538 C 608.729 105.191 609.525 104.518 610.749 104.518 C 612.219 104.518 612.769 105.742 612.402 108.191 C 610.443 119.089 607.321 126.744 603.034 131.152 C 598.748 135.438 593.544 137.581 587.421 137.581 Z M 572.727 80.455 L 591.278 80.455 C 597.157 80.455 600.095 77.394 600.095 71.271 C 600.095 63.311 599.116 57.065 597.157 52.534 C 595.197 48.004 592.258 45.738 588.34 45.738 C 583.564 45.738 579.522 48.494 576.216 54.005 C 573.032 59.514 570.951 67.352 569.971 77.516 C 569.726 79.475 570.645 80.455 572.727 80.455 Z M 523.385 137.581 C 520.569 137.581 517.568 137.213 514.384 136.479 C 511.2 135.867 508.628 135.07 506.67 134.091 C 505.567 133.479 505.017 132.438 505.017 130.968 L 504.465 110.395 C 504.465 108.314 505.261 107.273 506.853 107.273 C 508.201 107.273 509.119 108.252 509.609 110.212 C 511.691 118.906 514.201 124.845 517.139 128.029 C 520.201 131.213 523.875 132.806 528.161 132.806 C 531.712 132.806 534.651 131.458 536.978 128.764 C 539.305 125.947 540.468 122.09 540.468 117.192 C 540.468 112.294 539.121 107.946 536.427 104.15 C 533.732 100.354 529.202 96.19 522.834 91.659 C 516.466 87.373 511.812 83.088 508.874 78.802 C 505.935 74.393 504.465 69.618 504.465 64.474 C 504.465 57.494 506.914 51.861 511.812 47.575 C 516.712 43.289 523.201 41.146 531.283 41.146 C 533.732 41.146 536.121 41.453 538.447 42.064 C 540.774 42.554 542.855 43.412 544.692 44.636 C 545.794 45.37 546.346 46.351 546.346 47.575 L 546.714 67.78 C 546.714 69.618 545.979 70.536 544.509 70.536 C 543.651 70.536 543.039 70.291 542.672 69.801 C 542.305 69.189 541.999 68.454 541.754 67.597 C 539.305 59.637 536.855 54.126 534.406 51.064 C 531.957 47.881 528.957 46.289 525.406 46.289 C 522.222 46.289 519.588 47.392 517.507 49.595 C 515.425 51.799 514.384 54.555 514.384 57.862 C 514.384 62.148 515.67 65.882 518.242 69.066 C 520.813 72.25 525.467 76.169 532.202 80.823 C 538.324 85.23 542.917 90.007 545.979 95.149 C 549.163 100.17 550.754 105.68 550.754 111.681 C 550.754 119.518 548.244 125.825 543.223 130.601 C 538.203 135.255 531.589 137.581 523.385 137.581 Z M 465.303 137.581 C 459.058 137.581 453.425 135.499 448.404 131.336 C 443.506 127.05 439.587 121.233 436.648 113.885 C 433.71 106.538 432.24 98.333 432.24 89.272 C 432.24 80.21 433.71 72.067 436.648 64.841 C 439.587 57.617 443.567 51.861 448.588 47.575 C 453.608 43.289 459.181 41.146 465.303 41.146 C 471.549 41.146 477.121 43.289 482.019 47.575 C 487.04 51.861 491.019 57.617 493.958 64.841 C 496.897 72.067 498.367 80.21 498.367 89.272 C 498.367 98.333 496.897 106.538 493.958 113.885 C 491.142 121.233 487.223 127.05 482.202 131.336 C 477.182 135.499 471.549 137.581 465.303 137.581 Z M 465.303 132.989 C 478.039 132.989 484.406 118.416 484.406 89.272 C 484.406 60.249 478.039 45.738 465.303 45.738 C 452.567 45.738 446.2 60.249 446.2 89.272 C 446.2 118.416 452.567 132.989 465.303 132.989 Z M 392.106 175.42 C 388.309 175.42 385.248 174.38 382.922 172.298 C 380.473 170.338 379.248 167.706 379.248 164.399 C 379.248 161.95 379.983 159.93 381.452 158.337 C 382.799 156.746 384.575 155.949 386.779 155.949 C 388.861 155.949 390.331 156.562 391.187 157.787 C 392.045 159.011 392.718 160.419 393.209 162.011 C 393.821 163.603 394.494 165.011 395.229 166.236 C 395.964 167.46 397.126 168.073 398.719 168.073 C 401.045 168.073 402.821 166.725 404.046 164.032 C 405.27 161.338 405.883 157.542 405.883 152.643 L 405.883 15.797 C 405.883 13.226 405.454 11.511 404.596 10.654 C 403.861 9.796 402.209 9.123 399.637 8.634 L 395.412 7.899 C 393.821 7.532 393.024 6.797 393.024 5.695 C 393.024 4.348 393.943 3.675 395.779 3.675 L 429.027 3.675 C 430.864 3.675 431.782 4.348 431.782 5.695 C 431.782 6.797 430.987 7.532 429.394 7.899 L 425.169 8.634 C 422.597 9.123 420.883 9.797 420.027 10.654 C 419.292 11.511 418.924 13.227 418.924 15.797 L 418.924 127.846 C 418.924 142.54 416.536 154.112 411.76 162.562 C 406.985 171.134 400.433 175.42 392.106 175.42 Z M 284.899 135.928 C 283.061 135.928 282.142 135.255 282.142 133.907 C 282.142 132.806 282.939 132.071 284.531 131.703 L 286.735 131.336 C 289.307 130.846 290.959 130.111 291.694 129.131 C 292.552 128.029 292.981 126.192 292.981 123.621 L 292.981 61.903 C 292.981 59.699 292.613 58.229 291.878 57.494 C 291.265 56.636 290.103 56.086 288.388 55.841 L 284.531 55.289 C 282.939 55.168 282.142 54.494 282.142 53.269 C 282.142 52.29 283.123 51.616 285.082 51.249 C 288.878 50.636 291.756 49.656 293.715 48.31 C 295.797 46.963 297.94 45.31 300.144 43.35 C 301.246 42.248 302.165 41.697 302.9 41.697 C 304.001 41.697 304.553 42.432 304.553 43.901 L 304.553 52.167 C 304.553 53.269 304.92 54.004 305.655 54.371 C 306.511 54.616 307.431 54.249 308.41 53.269 C 313.308 48.616 317.594 45.431 321.267 43.718 C 325.017 42.013 329.089 41.136 333.208 41.145 C 338.718 41.145 343.126 43.105 346.433 47.024 C 349.739 50.82 351.392 56.453 351.392 63.923 L 351.392 123.621 C 351.392 126.192 351.76 128.029 352.494 129.131 C 353.352 130.111 355.066 130.784 357.637 131.152 L 361.679 131.703 C 363.026 131.948 363.699 132.683 363.699 133.907 C 363.699 135.255 362.964 135.928 361.495 135.928 L 330.636 135.928 C 328.922 135.928 328.064 135.255 328.064 133.907 C 328.064 132.683 328.737 131.948 330.084 131.703 L 332.656 131.336 C 335.228 130.968 336.881 130.234 337.616 129.131 C 338.473 128.029 338.901 126.192 338.901 123.621 L 338.901 65.944 C 338.901 59.943 337.8 55.718 335.595 53.27 C 333.391 50.82 330.268 49.595 326.227 49.595 C 322.308 49.595 318.758 50.759 315.574 53.086 C 312.512 55.289 310.063 58.291 308.226 62.086 C 306.39 65.76 305.471 69.862 305.471 74.393 L 305.471 123.621 C 305.471 126.192 305.838 128.029 306.573 129.131 C 307.431 130.234 309.145 130.907 311.717 131.152 L 316.675 131.703 C 318.023 131.948 318.696 132.621 318.696 133.724 C 318.696 135.193 317.777 135.928 315.941 135.928 Z M 245.369 137.581 C 239.123 137.581 233.49 135.499 228.469 131.336 C 223.571 127.05 219.652 121.233 216.714 113.885 C 213.774 106.538 212.305 98.333 212.305 89.272 C 212.305 80.21 213.774 72.067 216.714 64.841 C 219.652 57.617 223.632 51.861 228.653 47.575 C 233.674 43.289 239.246 41.146 245.369 41.146 C 251.614 41.146 257.186 43.289 262.084 47.575 C 267.105 51.861 271.085 57.617 274.023 64.841 C 276.962 72.067 278.432 80.21 278.432 89.272 C 278.432 98.333 276.962 106.538 274.023 113.885 C 271.207 121.233 267.288 127.05 262.268 131.336 C 257.247 135.499 251.614 137.581 245.369 137.581 Z M 245.369 132.989 C 258.105 132.989 264.471 118.416 264.471 89.272 C 264.471 60.249 258.105 45.738 245.369 45.738 C 232.633 45.738 226.265 60.249 226.265 89.272 C 226.265 118.416 232.633 132.989 245.369 132.989 Z M 181.563 54.004 C 186.584 45.432 192.646 41.146 199.748 41.146 C 203.789 41.146 206.79 42.371 208.748 44.82 C 210.708 47.146 211.688 49.779 211.688 52.718 C 211.688 55.045 211.076 56.943 209.851 58.412 C 208.748 59.882 206.973 60.616 204.524 60.616 C 202.565 60.616 201.095 60.187 200.116 59.331 C 199.242 58.328 198.502 57.216 197.911 56.024 C 197.421 54.8 196.809 53.76 196.074 52.902 C 195.339 51.922 194.115 51.432 192.401 51.432 C 190.197 51.432 188.115 52.779 186.155 55.474 C 184.196 58.045 182.543 61.536 181.195 65.944 C 179.971 70.352 179.359 75.372 179.359 81.005 L 179.359 123.621 C 179.359 126.192 179.727 128.029 180.462 129.131 C 181.318 130.234 183.033 130.907 185.604 131.152 L 190.564 131.703 C 191.911 131.948 192.584 132.621 192.584 133.724 C 192.584 135.193 191.666 135.928 189.829 135.928 L 158.786 135.928 C 156.949 135.928 156.031 135.255 156.031 133.907 C 156.031 132.806 156.827 132.071 158.419 131.703 L 160.623 131.336 C 163.194 130.846 164.848 130.111 165.583 129.131 C 166.44 128.029 166.868 126.192 166.868 123.621 L 166.868 61.903 C 166.868 59.699 166.501 58.229 165.766 57.494 C 165.154 56.636 163.99 56.086 162.276 55.841 L 158.419 55.289 C 156.827 55.168 156.031 54.494 156.031 53.269 C 156.031 52.29 157.011 51.616 158.97 51.249 C 162.766 50.636 165.644 49.656 167.603 48.31 C 169.685 46.963 171.828 45.31 174.032 43.35 C 175.135 42.248 176.053 41.697 176.788 41.697 C 177.89 41.697 178.44 42.432 178.44 43.901 L 178.44 53.82 C 178.44 54.678 178.808 55.228 179.543 55.474 C 180.277 55.596 180.951 55.106 181.563 54.004 Z M 105.626 137.581 C 100.482 137.581 96.257 135.989 92.952 132.806 C 89.645 129.499 87.992 125.151 87.992 119.764 C 87.992 114.497 89.645 109.539 92.951 104.885 C 96.257 100.109 100.788 95.823 106.544 92.027 C 112.299 88.231 118.85 85.17 126.198 82.843 C 127.79 82.353 128.586 81.312 128.586 79.72 L 128.586 63.004 C 128.586 57.127 127.667 52.963 125.83 50.514 C 123.994 47.942 121.484 46.657 118.3 46.657 C 115.238 46.657 112.421 48.065 109.85 50.882 C 107.401 53.575 105.626 58.167 104.523 64.658 C 103.91 68.577 102.563 71.454 100.482 73.291 C 98.523 75.005 96.502 75.863 94.42 75.863 C 90.991 75.863 89.277 74.148 89.277 70.72 C 89.277 67.169 90.257 63.679 92.217 60.249 C 94.298 56.698 96.992 53.514 100.299 50.697 C 103.604 47.759 107.217 45.432 111.136 43.717 C 115.055 42.003 118.973 41.146 122.892 41.146 C 135.015 41.146 141.076 48.186 141.076 62.27 L 141.076 118.477 C 141.076 123.621 142.363 126.192 144.934 126.192 C 146.526 126.192 147.996 125.151 149.343 123.07 C 150.69 120.865 151.363 117.192 151.363 112.048 C 151.363 110.089 152.159 109.11 153.751 109.11 C 155.22 109.11 155.955 110.151 155.955 112.232 C 155.955 121.172 154.364 127.662 151.18 131.703 C 148.118 135.622 144.628 137.581 140.709 137.581 C 137.771 137.581 135.443 136.417 133.729 134.091 C 132.015 131.642 130.851 128.764 130.239 125.457 C 130.116 124.233 129.566 123.621 128.586 123.621 C 127.729 123.498 126.871 124.049 126.014 125.274 C 123.075 129.315 120.075 132.377 117.013 134.458 C 113.952 136.54 110.156 137.581 105.626 137.581 Z M 110.585 129.131 C 113.769 129.131 116.707 128.029 119.402 125.825 C 122.096 123.498 124.3 120.437 126.014 116.64 C 127.729 112.844 128.586 108.558 128.586 103.783 L 128.586 90.374 C 128.586 88.047 127.3 87.373 124.728 88.354 C 117.259 91.047 111.442 94.782 107.278 99.558 C 103.237 104.212 101.217 109.845 101.217 116.457 C 101.217 124.907 104.339 129.131 110.585 129.131 Z M 2.755 135.928 C 0.918 135.928 0 135.315 0 134.091 C 0 132.866 0.858 132.071 2.572 131.703 L 5.327 131.152 C 7.776 130.662 9.613 129.499 10.837 127.662 C 12.062 125.703 13.103 123.008 13.96 119.58 L 42.432 4.775 C 42.676 3.552 43.044 2.756 43.534 2.388 C 44.146 2.021 44.697 1.838 45.187 1.838 C 45.799 1.838 46.35 2.021 46.84 2.388 C 47.453 2.756 47.881 3.552 48.127 4.776 L 77.147 121.233 C 78.005 124.662 78.984 127.05 80.086 128.397 C 81.188 129.743 82.903 130.662 85.229 131.152 L 87.985 131.703 C 89.7 132.071 90.556 132.866 90.556 134.091 C 90.556 135.315 89.639 135.928 87.802 135.928 L 56.391 135.928 C 54.677 135.928 53.82 135.255 53.82 133.907 C 53.82 132.56 54.861 131.825 56.943 131.703 L 60.433 131.336 C 62.515 131.09 63.8 130.417 64.29 129.315 C 64.902 128.213 64.902 126.315 64.29 123.621 L 57.31 95.149 C 56.576 91.965 54.554 90.373 51.249 90.373 L 31.961 90.373 C 28.777 90.373 26.756 91.965 25.9 95.149 L 19.654 119.764 C 17.818 126.744 19.654 130.601 25.165 131.336 L 27.92 131.703 C 30.002 132.071 31.043 132.806 31.043 133.907 C 31.043 135.255 30.185 135.928 28.471 135.928 Z M 31.41 84.862 L 51.616 84.862 C 53.575 84.862 54.371 83.822 54.004 81.741 L 42.246 32.512 L 41.329 32.512 L 29.022 81.74 C 28.654 83.822 29.451 84.863 31.409 84.863 Z M 1140.504 73.515 L 1140.504 53.36 L 1150.715 53.36 C 1151.542 53.36 1152.43 53.596 1153.397 54.07 C 1154.364 54.525 1155.182 55.235 1155.85 56.2 C 1156.548 57.147 1156.887 58.349 1156.887 59.805 C 1156.887 61.28 1156.538 62.537 1155.83 63.574 C 1155.112 64.593 1154.255 65.367 1153.227 65.895 C 1152.23 66.424 1151.283 66.687 1150.396 66.687 L 1143.016 66.687 L 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