ZapConnect 2025

For ZapConnect 2025, the challenge was clear: in a world saturated with AI hype, professionals felt overwhelmed, skeptical, and pressured to “figure it out.” We needed a unifying theme that addressed that tension head-on. I defined Light the Way with AI as the business concept for the entire conference. It guided not only the identity, but the messaging, programming, and overall attendee journey. It framed Zapier as the trusted guide, helping people move from uncertainty to clarity and from pressure to confident, practical action.

Visually, the system translated this theme into cinematic, AI-infused environments, beam motifs, and a light-inspired palette that stayed true to Zapier’s brand. I directed the creative across motion, sound, messaging, and promotional campaigns. I used AI to accelerate exploration and reinvesting saved resources into world-class partners in sound and motion. The result is a unified event experience that connects strategy, storytelling, and design, positioning Zapier as the company that helps companies see AI not as pressure, but as possibility.