CLIENT: SUSE GROUP
AGENCY: ACNE / DELOITTE DIGITAL
PRODUCTION: ELASTIQUE AND NSYNK
MY ROLE: EXECUTIVE CREATIVE DIRECTOR , CREATIVE DIRECTOR
YEAR: 2021

#1 IPO Experience
We developed a virtual projection takeover on the Façade of the Deutsche Börse in Frankfurt to create a Teaser Video on social media to raise awareness for the IPO.

#2 IPO Experience
We shooted with Melissa Di Donato, CEO of SUSE, in a XR Studio where she led through the IPO Keynote and ceremony and appears “virtually” to the Deutsche Börse listing floor.

For SUSE’s IPO announcement, Deloitte Digital and ACNE developed a virtual projection takeover of the Deutsche Börse Façade and a 20 minutes long XR Keynote Format. After 28 years in the market SUSE, the world’s largest independent open-source software company, planned to go public. With the world around us right in a pandemic and radically different from just a year ago, SUSE had to rethink how to make their debut on the Frankfurt Stock exchange a historical day.

As a result of the COVID-19 pandemic and related travel restrictions, Melissa Di Donato, SUSE’s CEO and SUSE employees couldn’t be physically onsite to celebrate SUSE’s IPO on the trading floor of the Deutsche Börse. To reinvented the entire Listing Experience, SUSE approached its partner ACNE and Deloitte Digital to develop an innovative solution and share this special moment with the world – the SUSE way.

#1 NARRATIVE EXPERIENCE –
THE VIRTUAL PROJECTION MAPPING VIDEO

From a single line of code we transformed the world.

For SUSE’s IPO announcement we developed a virtual projection takeover of the Deutsche Börse Façade. We took our way to Frankfurt and hijacked literally the facade of the stock exchange as we turned it into an open SUSE staging. Trough a mixture of projection mapping and a CGI Motion Design Format, we celebrated SUSE’s innovative and ground-breaking past while capturing the company’s aspirations as a publicly listed company. Open source is in their DNA – for their products but also for the way how to communicate and invite everybody. While other Companies do an IPO in a close group – we invited everyone to participate. This Video became the Teaser to raise awareness online for the IPO day.

PROJECTION Mapping Video: https://vimeo.com/563287963/adfcd637be
Some more Styleframes.

With reference to the company’s history, we staged some highlights of products and solutions created by the SUSE Linux code, such as the software for autonomous driving, health solutions to decode human DNA and satellite monitoring for global warming.

#2 NARRATIVE EXPERIENCE –
THE XR IPO KEYNOTE

With the Power of many we transformed the world.

The power of many, the power of community, is what has made SUSE great. If they’re going public after 30 years, it’s thanks to their employees, partners and community who have always made SUSE special and taken a different path than the competition. On May 18th Melissa Di Donato announced that SUSE is going public, she did it the open source way and as a woman in tech. Completely in a XR studio with unreal content during her 20 minutes Keynote. Live.

CEO Melissa Di Donato and SUSE’s employees came together for a virtual bell ringing ceremony. For this we created an interactive XR Studio keynote, shot in London, directed in Frankfurt, Hamburg and Berlin and streamed globally, to celebrate the Listing Day and IPO ceremony virtually in an immersive environment. International press covered the event extensively with reports in CNBC Europe, Wirtschaftswoche, Bloomberg or Reuters.

IPO XR KEYNOTE: https://www.youtube.com/watch?v=u8uoRJ6luuU

MAKING OF EXAMPLES

Together with the SUSE Brand Team in Seattle, the ACNE Team in Hamburg and Berlin and external production partners in Cologne and Frankfurt, the international and functionally mixed team was able to develop and launch two innovative lighthouse projects within just 7 weeks of production time, thus creating a unique IPO ceremony for SUSE CEO Melissa Di Donato, SUSE employees, the open source community, customers, partners and investors alike.

Due to the pandemic the team worked completely remotely during the while production time.