The Vision:Held in May in Washington, D.C., Inside Live at ATD25 welcomed 150 attendees for an immersive, behind-the-scenes look at how world-class events come to life. “Pulling off a live learning lab inside one of the industry’s largest conferences definitely came with its share of creative challenges,” said Judy Payne, vice president of events and brand experience at Freeman. “The idea was to prove that creativity and strategy don’t have to live on opposite ends of the spectrum,” Vogel said. “Attendees discovered gifts in their favorite hue waiting in our Experience Zone, and their personal quotes were printed on custom bookmarks in our cozy Book Nook. “Many attendees told us they replicated the attendee journey mapping exercise with their internal teams,” added Payne.