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INITIATIVE
Making enterprise AI feel valuable and desirable
CHALLENGE
The complexity
SAP is at the AI frontier of integrating first-party company data with workflow expertise. The firm is also a leader in creating AI assistants to orchestrate agent activity. Neither of these offerings were readily understood by the market at launch.
EXECUTION
My role
WORK
Creative Strategy
Concepting
Scripting
Creative Direction
APPROACH
In collaboration with their brand agency, I concepted, scripted, and directed a series of films that infused relatable storylines, human moments, and simple graphics into software demo sequences — allowing the viewer to follow a recognizable business journey, and project how Joule could transform their own work.
SUCCESS
Our results
The films have collectively outperformed viewership goals, and remain featured as key components of SAP’s web and marketing materials. As a platform, Joule has now been implemented by over 35,000 of SAP’s largest enterprise customers.
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