For SAP's booth at Hannover Messe 2026, we created a cinematic 270° film experience that makes AI-driven orchestration in manufacturing felt – not just explained.
Client
MCI
Industry
Industry & ManufacturingTechnology, SaaS & Infrastructure
Solution
Immersive Film
Services
Creative Strategy & StorytellingVisual DesignProducing
Turning AI into an experience.
At Hannover Messe 2026, SAP showed how Business AI orchestrates the entire manufacturing value chain. At the heart of the booth: The Story, an immersive film experience in a room with 270° projection. Together with SAP & MCI, we developed the film – from script and storyboard through creative direction and production to sound design.
Felt before it's understood.
We started with one question: how can a 270° room make a complex topic tangible in two and a half minutes? Our answer: visuals lead, language guides, and the story focuses on felt outcomes rather than features. Short, declarative beats and deliberate pauses give the room time to breathe and the audience time to feel.
Small shot. Big surge.
To make an abstract topic relatable, the film follows an everyday hero: a ginger shot. We establish the finely tuned system behind it – suppliers, machines and people in sync – then disrupt it with a sudden surge in demand. The room goes dark as a flood of headlines types across the walls, setting the stage for the SAP resolution.
The answer is connection. Fragmented elements flow into one data stream wrapping the globe – SAP as the layer that links everything. Then a cascade of AI agents unfolds: supply chain, finance, production and logistics act on the signal together. One particle stream carries the viewer – orchestration, watched as it happens.
From fragments to flow.
Two and a half minutes. 270 degrees. A solution you don't need explained – because you've felt it.
Built for the room, not the screen.
Every shot was designed for the space. The film opens in a narrow, cinematic format and saves the full 270° surface for moments of impact. Six 4K projectors tell the story across 33.6 million pixels – more than IMAX – backed by a 7.1 surround mix. We tested early in our own workshop and fine-tuned on site until the doors opened.
The experience lived on beyond Hannover. We adapted the film into 16:9 versions for further SAP events.
One film, many stages.