ZapConnect '24 Keynote
Art direction
ZapConnect is Zapier’s annual event, bringing together customers, partners, and teams to celebrate automation and showcase the company’s latest innovations. The keynote was the centerpiece of this larger project—a chance to tell Zapier’s story in a way that inspired and educated our audience.
The project was an ambitious undertaking, requiring a seamless blend of storytelling, strategy, and design execution. As Creative Director and Designer of the event, I led the charge to create a presentation that brought Zapier’s vision to life and left a lasting impression. Here’s the story of how we made it happen.
Creative objectives:
Goals:
Business outcomes:
The script wasn’t ready when we began, but I knew we couldn’t wait to set a direction. To guide the team and spark ideas, I developed a vision for the creative assets that would define the keynote. Drawing from previous keynotes and research, I outlined four pillars:
This early work wasn’t just about visuals; it was about helping the scriptwriters and stakeholders see the potential for the story we could tell. It created a shared language and clear goals.
Once the script began taking shape, I translated it into a low-fidelity storyboard. Seeing the entire keynote laid out visually allowed us to spot gaps, refine ideas, and make sure the story flowed. To make the process manageable, I introduced a color-coded system for content types. This clarity empowered our team to divide and conquer, and it became a valuable tool for tracking progress.
The draft keynote quickly became more than just a storyboard—it was our living blueprint. Every time an animation or asset was completed, we replaced placeholders in the draft. This iterative approach not only kept the team aligned but also gave stakeholders a clear, up-to-date view of progress and made feedback seamless.
With the timeline pressing, I knew we had to focus on what mattered most: product animations. These were the centerpiece of the keynote and required precise coordination between Product Marketing, Product Design, motion designers, and myself.
To stay nimble amidst inevitable changes, I built storyboards using Figma components and Auto Layout for maximum adaptability. I also created two versions of each storyboard for easy animation—one for UI elements export and another mimicking desired scale and behavior. This approach minimized rework and kept everything aligned.
We developed a simple icon system to communicate progress at a glance:
This collaborative, detail-oriented system ensured we could move fast without losing precision.
I really enjoy working with you, the files are super well prepared, everything is clear and transparent. If there are any complicated nuances, the components are pulled out next to them, without any strange scaling — it all makes it easy to animate.
— Bartłomiej Otłowski, freelance motion designer
While product animations took center stage, the keynote also relied on visual storytelling to explain and inspire. Data visualizations highlighted Zapier’s real-world impact, conceptual animations simplified complex ideas, and illustrations brought the emotional journey of our customers to life—from frustration to clarity.
Customer stories, captured in the script, were a key component. Using those narratives, along with tools like MidJourney, we created visuals that grounded abstract ideas in relatable imagery. These visuals didn’t just tell the story—they made it stick.
Product demos are always tricky. They need to look polished yet approachable, and they often demand high production effort. To ease the load, I introduced ScreenStudio as a self-serve tool for the PMM team. By creating branded templates and offering guidance, we ensured the demos were consistent and professional while freeing up the creative team for other priorities.
Love the product demo tools you're using... out of curiosity what platform is it?
— ZapConnect attendee
As the draft keynote evolved, it not only tracked progress but also became the foundation for the final handoff. Once visuals were completed and approved, they replaced placeholders in the draft. This iterative process ensured every element was aligned with the script and the overall story.
When the keynote reached its final stage, the draft transitioned into a polished handoff file. This comprehensive package included:
This final step ensured all teams had what they needed for a seamless handoff and production.
The final weeks were all about refinement. Stakeholder feedback, careful reviews, and last-minute tweaks ensured the keynote was cohesive, impactful, and ready for delivery.
ZapConnect is an annual online conference hosted by Zapier, bringing together people from around the world to explore automation and productivity. As the centerpiece of the event, the keynote presentation highlighted Zapier’s latest innovations, customer success stories, and vision for the future. I led the creative direction for the keynote, developing its narrative and visual strategy. My responsibilities included leading storyboards for animations, co-creating content ideas, and directing motion designers and other team members to bring the vision to life. The project was a resounding success, earning excellent feedback, a highly positive NPS, and driving signups to bundled products, ultimately increasing product usage and engagement.
This is a great video! The insights on automation are both valuable and applicable to all users. I particularly enjoyed the visuals, as they significantly enhance the presentation and make the concepts more engaging.
— ZapConnect attendee
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