2025 | Professional

MUSE Design Awards Gold Winner

SAP d-com 2025

Entrant Company

MCI Deutschland GmbH

Category

Conceptual Design - Artificial Intelligence (AI)

Client's Name

SAP SE

Country / Region

Germany

Together with AI, we gave software developers superpowers. 1. SAP d-com – An event series that connects SAP d-com 2025 is more than just an event – it’s a year-round platform for learning and community building. What began as a one-time kick-off meeting has, through co-creation between SAP and MCI, evolved into an event series connecting over 50,000 developers worldwide. Three formats – hybrid kick-off, virtual deep dives, and 37 local live events – create a staged journey that imparts knowledge, fosters identification, and strengthens community. 2. Impactful formats – From vision to celebration The hybrid kick-off launches the year with strategic direction. Virtual deep dives deepen content through masterclasses, show & tells, and keynotes on SAP projects and external use cases. Local events bring the community together – with interactive sessions, workshops, keynotes, and exhibitions featuring regional highlights. These are emotional highlights that enable closeness, appreciation, and exchange. 3. Developers League – Storytelling as a common thread The custom-developed anime series “Developers League” ties all formats together as an emotional anchor and visual leitmotif. At its center is Judy, a young developer who discovers her superpowers, joins the League, and learns through setbacks that the strength of the community is her greatest asset. The five episodes were distributed throughout the year: Episodes 1, 3, and 5 were shown live at events, while episodes 2 and 4 were released as cliffhangers inbetween – maximizing suspense and identification. 4. Technical excellence & AI Studios at TV level were set up for the kick-off and deep dives, with productions streamed worldwide. The series was produced entirely in-house – with AI as a creative co-pilot in story development, design, and execution. This created an event experience that unites technological innovation, creative excellence, and emotional impact. 5. Impact & future – A platform that endures The result: Over 50,000 participants worldwide, up to 8,000 live at local events, enthusiastic feedback, and a growing community. The series will continue with a second season in 2026. SAP d-com demonstrates what events can be today: a platform that inspires, connects - and endures.

Credits

Creative Director MCI Deutschland GmbH
Marc Kuhlmann
Senior Director, Strategic Programs & Events SAP SE
Carmen Choy
Project Director MCI Deutschland GmbH
Paul Steinwachs
Senior Project Manager MCI Deutschland GmbH
Lisa Griess
Executive Communications SAP SE
Lili Petkova
More Gold Winners
Furniture
2025
MUSE Design Awards - Afternoon in the Garden

Entrant Company

Yiting Chen

Category

Furniture Design - Homeware / Decoration

Product
2025
MUSE Design Awards - Warm Shell Down Jacket

Entrant Company

Zhejiang Semir Garment Co.,Ltd.

Category

Product Design - Baby, Kids & Children Products

Product
2025
MUSE Design Awards - Egyptian Cotton Yarn-Dyed Hooded Bathrobe

Entrant Company

HangZhou Power Tiger Advertising Co.. LTD

Category

Product Design - Textiles / Floor Coverings

Interior
2025
MUSE Design Awards - A Flowing Symbiotic Arena:Philosophy of Living

Entrant Company

Qiu Yikai

Category

Interior Design - Residential