Challenge
ASML faced a major shift: a new ERP system for its global finance team. For employees, this meant new processes, new habits, and a whole new way of working. But change is never just technical — it’s human. The challenge was clear: how do you make thousands of finance professionals not just understand the system, but embrace the change behind it?
Solution
Together with ASML, we shaped an internal animation that does more than explain — it motivates. Using storytelling, we turned technical change into a human journey. Familiar workplace situations, an accessible metaphor, and dynamic visuals help finance teams see themselves in the story. Complex change becomes relatable, tangible, and even inspiring.
Results
The animation will act as a catalyst for dialogue and understanding. Finance teams will recognize themselves in the story and see not just a system rollout, but a chance to grow with it
ASML
BPM ERP Transformation
Case study
How do you turn a complex ERP migration into a powerful story? That was the challenge at ASML. With an ambitious transformation underway, they needed a clear, compelling narrative to bring thousands of employees on board. The BPM ERP program is big, strategic and technical – but to truly land the message, it needed to be human. Relatable. Real.
ASML asked Creanza to craft a story that would not just explain the change – but make people feel it.
The change is an internal transformation within ASML, aimed at preparing finance employees for a major shift in the way they work. The goal of the animation was simple but essential: get people on board. Help them see the benefits. And guide them through the change.
ASML
BPM ERP Transformation
The strategy
Big changes need strong roots. We planted a story that grows.
Creanza developed a storytelling concept built around a powerful visual metaphor: a growing tree. The tree symbolises the transformation timeline, from foundational roots to high-reaching branches.
To keep it personal, we created persona-based storytelling. Emma and Tom represent real employees facing real obstacles. Their voices humanise the abstract. Their journeys reflect the organisation’s goals. Through them, complex systems and structures become relatable challenges and future wins.
We focused on emotion, not explanation. Empathy, not overload.
The goal: Create a video that doesn’t just inform – but inspires.
ASML
BPM ERP Transformation
Deliverables
Creanza delivered the full storytelling package:
Concept and narrative structure
Persona development (Emma and Tom)
Tree metaphor as central storyline
Voice-over script
Visual storyboard
Full animation production
The video was designed for internal rollout at ASML, used across intranet platforms, workshops, team presentations, and change management initiatives.
Animation
Finance & ABS BPM ERP Journey Change
ASML
BPM ERP Transformation
Results Count
Clarity. Connection. Confidence.
The animation gave ASML a shared language for a complex change. By rooting the story in personal experiences and growing it into a strategic vision, we helped make the transformation real. Emma and Tom gave a face to the future. The tree gave structure to the journey.
The feedback? Positive, engaged, inspired. Employees now understand not just what is changing – but why. And most importantly: what it means for them. Change can be overwhelming. But with the right story, it can also be exciting.
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