workday
rockstars of business tour
A 40-foot brand experience on wheels that drove nearly $590M in pipeline.
ROLE
Art Director & Primary Designer
RUN
6 months · 20+ US cities
DISCIPLINE
Campaign, Environmental & Experiential
HEADLINER
Billy Idol
The Rock Stars of Business Tour was a large-scale advertising campaign built around a 40-foot tour bus wrapped in custom Workday advertising, headlined by Billy Idol. The campaign ran over six months, appeared in 20+ cities across the US, and inspired a follow-up Illuminate Tour the next year featuring AI-powered messaging.
OVERVIEW
ROLE
I lead the strategy, design, and execution of multiple global CXC initiatives, and provide art direction to local agencies for signature brand moments such as the Innovation Wall and Multifunction Room. I stepped up to help oversee install and act as the on-the-ground art director across projects.
PROCESS
Contributed to the concepting of the overall experience and creative direction.
Designed a wide range of assets: bus and airstream wraps, event signage, merchandise, digital experiences, giveaways, and custom vinyl-record awards.
Ran the process and approvals across all production and implementation, coordinating vendors from design through on-site rollout.
IMPACT
Across both the Rock Star and Illuminate tours, my strategic art direction helped generate nearly $590 million in total pipeline opportunity and engaged over 650 VP- and C-level executives — strong enough to inspire a return tour the following year.
$590M
pipeline generated
650+
VP/C-level execs
20+
cities on tours