Groundbreak
Groundbreak is Procore’s annual user conference and the construction industry’s must-attend event.
In 2020 it had to be done virtually by teams that had to work virtually. We used MeetingPlay as our event platform and pre-produced 2 days of television. All in masks. Featuring thought leaders (including Brene Brown), experts, and business innovators, it virtually enabled 3x the number attendees to come from more than 120 countries. Engagement with sessions was well over 80%.
The film above was created from two days of material — films, breakouts, keynotes, and more.
“What comes next” became the theme for a year when construction was looking for answers to how to build. The chevron was the visual component that created a sense of progress and creative cohesion.
Procore’s response to the economic and social disruption was this opening film written and produced by the team to state how we were approaching this period - an admission that we’re “under construction” but committed to challenging the status quo with optimism and openness.
The chevron was a visual theme that carried through the two days of Groundbreak, implying forward progress.
We used our offices as a set to film keynotes.
The Groundbreak hex was created in large and small formats for visual cohesion.
My Role:
Executive Creative Direction
Event Team: Jessica Rice (lead)
Editor: Jess Carey; GES, Lakeside
Demos and Animation: Cory Cullington
Breakout Producers: Aaron Lorber (PMM); Jessie Davidson
Web Team: Tiffany Isreal, Nait Gallego, Richard Anderson
Production Partners: GES for Keynotes (Rob Ericson, Director); Lakeside Media for Breakout Sessions
Creative Director: Karen Owens
Event Art Director: Heidi Ziskind
Event Writer: Erica Konieczny
Executive Producer and Filmmaker: Mike Carroll
“Under Construction” Anthem Writer: Kyle Siebel
Keynote Creative Director: Karen Owens
Keynote Art Director: Jadyn Chen, Aaron Kettle, Robbie MacIntosh
Customer Films: Michael McSpadden (BCH); Vero Echeveria (LGA); Mike Carroll (Struction Site)