Leveling up FOR THE new ERA of AI

in only a few weeks

AI is reshaping enterprise technology fast, and the brands that will lead aren't just the ones building the most capable systems. They're the ones whose visual language makes those systems feel inevitable. SAP had the technology. What it needed was a creative partner who could make the experience look like it belonged to the future SAP was already building. That's where we came in.

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2026

SAP 2.0 DESIGN SPRINT

Pressure really  does make diamonds

SAP 2.0 couldn't just be announced—it had to be reimagined. Sapphire 2026 was the moment, and everything SAP put in front of that room needed to signal: this is not the SAP you knew. More modern. More intelligent. More alive.

Summercamp partnered with SAP's brand team to build the creative system from the ground up: two distinct visual concepts, complete with moodboards, scaled across ads, homepage heroes, motion graphics, AI-assistant visualizations, and on-site Sapphire environments—plus a complete refresh of the SAP.com web visual system. All of it anchored on Joule as the visual expression of SAP's next-generation AI.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

animate to explain

Making AI feel like it was always there

SAP was integrating AI across its platform, but the visual language hadn't kept pace. AI appeared as an added feature—a badge on top of an existing system—rather than something woven into the fabric of the experience. That gap between capability and perception was the problem to solve.
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Summercamp built the solution: a fully animated, motion-driven flywheel visualization for SAP.com that gave SAP's AI a visual language that felt native, not incidental—not layered on top of the experience, part of it. Then we scaled it across seven languages without losing a single beat of the original intention.

• 2 weeks: brief to a fully animated asset, deployed globally.
•7 languages: one animation, localized without losing intention or context