ORACLE \ Event Art Direction
Art Direction & Design: Camila Murari
Planner: Soraia Tetamanti
Architecture: Alexandre Serrano
3D Design: Panda Design
Agency: TV1
Oracle is a multinational technology corporation that specializes in developing and selling enterprise software, computer hardware systems, and cloud computing services. Oracle OpenWorld is an annual conference hosted by Oracle that brings together technology professionals, industry experts, and thought leaders to showcase the latest innovations and developments in cloud computing, database management, enterprise software, and other cutting-edge technologies.
CHALLENGE. Redefine Oracle OpenWorld as the largest technology event in Latin America and make it relevant to the company's business goals. To accomplish that, my challenge as Art Director was to create the visual identity for this event that not only capture the essence of the annual conference and its theme, but you also ensure that the design resonated with the audience and reflected the culture and vibe of the hosting city.
SOLUTION. I decided to create four key visuals showcasing some of the most popular Sao Paulo monuments and views, such as the Estaiada Bridge, Bandeirantes' Monument, MASP, and Ibirapuera Park skyline, which helped establish a strong sense of place and local identity.
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Additionally, I incorporated the "cloud" concept into the design, which not only reflected the event's focus on cloud computing but also added a sense of dynamism and excitement to the visuals. The cloud concept was also reflected in the design of the event materials, such as signage, promotional items, and digital assets, which featured cloud imagery, Sao Paulo's vibe, and design elements.
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I worked closely with the event production team to incorporate it into every aspect of the event, from the scenography to the materials and visual concept of the structure. Aerial lights and objects that resembled clouds were strategically placed throughout the event space and conference panels, creating a dynamic and immersive atmosphere that reinforced the theme.
In addition to these visual elements, several unique and engaging experiences were designed to further reinforce the "cloud" concept and provide attendees with a memorable and educational experience. For example, we proposed the use of drones in the shape of clouds flying outside the event entrance, which created a striking visual display and helped build anticipation among attendees. Inside the event, the "cloud machine" - a person who was making clouds bubble from soap - was a popular attraction that drew crowds of curious onlookers. The Oracle Hub, a mirror room made with clouds printed on the mirror, created the illusion of being in the middle of the sky and offered attendees a unique, Instagramable, and immersive experience. Finally, the Oracle Cube was a space designed to educate attendees about the cloud computing process. In this space, attendees could participate in interactive sessions that allowed them to experience the various stages of data processing - creation, storage, processing, retrieval, and visualization - in a fun and engaging way. At the end of each session, an Oracle specialist was on hand to provide live information and answer any questions attendees might have. Together, these interactive installations and experiences helped create a cohesive and engaging event that successfully communicated the importance and relevance of cloud computing technology.
