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Storytelling as a superpower: How an anime series connects the global SAP developer community

THE CHALLENGE 

Unifying a diverse global community through emotion and story

How do you emotionally unite a global employee community – across time zones, cultures, and formats? SAP engaged MCI to develop a creative storytelling approach for its global developer community. One that not only entertains but also fosters identification and creates a consistent thread between all annual event formats.

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THE SOLUTION 
 

Turning developers into superheroes through an original anime narrative 


At the heart of the year-round event platform is the “Developers League” – a custom five-part anime series about developers with superpowers.  

The story centers on Judy, a young developer who discovers her abilities, overcomes self-doubt, and – together with her team – fights digital threats. Her journey mirrors the reality of the community, capturing its challenges, achievements, and the “Power of Many” spirit.  

The series serves as an emotional throughline that connects all event formats throughout the year:  

  • Hybrid kick-off: The first episode launches the year and sets the tone for the overarching theme.  
  • Virtual deep dives: Characters and storylines reappear in masterclasses and community sessions.  
  • Local events worldwide: The series becomes a shared reference point, a conversation starter—and the connective element across regions.  
  • Between events, cliffhanger episodes are released to maintain engagement and anticipation.  

The series was produced entirely in-house, with AI serving as a creative co-pilot. From story development and character design to final production, artificial intelligence was an integral part of the creative process.  
 

Watch the video below.

THE RESULTS 
 

A connected, inspired community and a story that continues to grow 
 

  • Emotional engagement and identification through a unifying narrative  
  • High visibility and strong engagement across all event formats  
  • Enthusiastic feedback from both community and executive leaders  
  • Sustainable impact: Season 2 is already in production 

 

Image rights: SAP SE
Video credit: MCI Germany

Discover how MCI can turn your community into a story worth sharing. Contact MCI today. 

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