SAP ‘Sapphire Now’ Conference Transports Workforce to Virtual Worlds with disguise xR

disguise supported partners Live Legends and Purple to build a customised xR experience for remote edition of SAPs annual conference

disguise xR technology (Extended Reality) has helped deliver the virtual edition of the ‘Sapphire Now’ conference, hosted by worldwide enterprise application software company SAP, who offer tools to enable easier virtual working for users. The 2020 global conference aimed to deliver the important message that a resilient response can drive a sustainable and profitable future to its workforce, customers and partners who, for this year, were a remote audience of over thousands.

Creative innovators, Purple have been involved with SAP’s annual live conference for many years, and innovation was certainly required for the 2020 virtual event. Purple designed a video stream which created a virtual world revealed by LED video screens behind conference presenters powered by the disguise xR technology.

Purple teamed with Live Legends, a disguise xR Studio & Rental Partner to develop a workflow to integrate Purple’s 3D assets into Notch real-time VFX and the disguise xR system. The disguise xR technology goes beyond traditional green screen to capture real lighting, reflections and shadows, blending virtual and physical worlds together using Augmented Reality (AR) and Mixed Reality (MR) in live production environments to create fully immersive experiences, allowing untrained presenters to relate to the content around them and feel at ease.

The customised disguise xR setup unlocked all new creative opportunities with the virtual environment for presenters that freed them from the confines of a typical stage. The main keynote by SAP CEO Christian Klein found him in many immersive graphic and live action worlds. Describing intelligent enterprise potential, he used the example of the path between ordering and receiving a Porsche – the luxury automaker is a SAP client. Recorded in a studio in Germany, SAP’s event was streamed around the globe. The disguise xR setup enabled Klein to travel from home to inside the factory to various suppliers seamlessly and in the blink of an eye whilst filming from a single location.

“For each event we try to use a new method, technique or innovation,” says Joost Rueck, Creative Director of Purple, “and while disguise xR is so new, Live Legends helped us to feel very confident in using it. With the disguise visualiser they could simulate how the presentation would look, what the camera would see and what our content would look like while the camera moved around.”

The physical setup consisted of a LED floor and two walls that formed a studio cube. The camera was rigged with autocue and suspended from a crane with stYpe camera tracking. The leader video was shot in a cinematic style which had to be matched by the rest of the conference. Therefore, instead of a standard zoom lens a set of cinema prime lenses were used, which brought new technical challenges. 

“In the early days of AR we had to do everything by hand, from patching and offsetting to UDP streams, to building range remap grids for zoom curves,” explains Dave van Roon, Media Server Specialist at Live Legends. “The Extended Reality technology by disguise offers a calibration system with recorded dot patterns, similar to OmniCal, which streamlines the process and saves a lot of time,” he explains.

“For this shoot we used cinema prime lenses, which have customised optics to create shallow depth of fields, which looks amazing, but comes with a fixed focal length. To zoom in would mean changing to a different lens that needed a different calibration. To make this possible we worked closely with the disguise engineers to come up with a workflow that allowed lens swaps in between sessions, without the need to recalibrate,” he said.

While xR provided dynamics and immersive visuals to a conference that was unable to be held live this year, disguise xR holds promise well beyond virtual events, notes Purple’s Joost. “I believe we’re just getting started with the possibilities of disguise xR and can’t wait to develop this in future projects,” he declared.

To find out more about disguise xR, visit


A Few Kind Words...

Kapil Gadhire, Head of Marketing, Magnifi

From the word go, team Bubble was super detailed, efficient, and exhaustive in their approach. They are true partners and make an effort to understand the ideology and end goal to plan the perfect media pitch and strategy.

Lauren Myers, Director, Integrated Marketing – Ross Video

Working with Bubble during and after IBC 2022 for PR and press support was exceptional. Their professional approach, strategic communication, and extensive media network generated significant exposure for our brand. Bubble's on-site support was outstanding, ensuring our story was accurately told to a global audience. Their post-IBC efforts further amplified our reach and provided valuable analytics. An experienced, professional team and a total joy to work with.

Andrew McKinlay, Marketing Director, Avolites

All amazing, just grateful I know I can rely on Bubble to get the job done brilliantly.

Tanya Rai, Marketing and Communications Manager, Pebble

Team Bubble are an extension of our own team. They are wonderful to work with, reliable, get the job done and gain great exposure for our business in key publications.

Mike Ward, Head of Marketing,

Since we first started working with them, our team at Bubble have acted very much like an extension of our team. They work with us to try and help us achieve our goals and we very much feel that they have our interests at heart as well as having our backs when we need it!

Gavin Bunker, AE Live

Bubble were fantastic throughout the whole process and helped us deliver a successful event to celebrate our 30th corporate anniversary with industry peers.

Robert Cloudt, Synchronized

Bubble has been tremendously helpful to bring our marketing communication to the next level, very responsive and thinking with us together on the rightful messaging and timing across different media’s. Definitely a recommendation in case you need a well balanced media agency to help you out.

Carla Molina Whyte, Farmerswife

Working with Bubble Agency for a tradeshow has been truly amazing. The bubble team is incredibly helpful and talented. We are very happy with the results and with all the coverage we got prior and during the tradeshow!

Silvia Candido, Ateme

As usual, we were super busy before and during a tradeshow this year. What a luxury to have Bubble take care of our media relations and our social media accounts! We saw a surge of followers on LinkedIn and got good coverage in a number of publications.

Meg Travis, Iron Mountain Entertainment Services, Director, Global Head of Marketing & Communications, Entertainment Services

The Bubble team made everything easy at MPTS! From advising before the show, to facilitating client and press conversations during the show, to making recommendations on how to make the most of the connections we made there - we rely on Bubble as a key strategic partner for our sales and marketing teams.