Novartis – Behaviors in Action "Imagine If…"

Challenge

Novartis was launching Behaviors in Action, an initiative aimed at bringing its company values out of strategy decks and into lived experience. The challenge was to communicate the initiative in a way that felt human, participatory, and credible—showing behaviors being explored in practice rather than explained abstractly, while engaging both internal employees and external audiences.

Solution

Ludic Media Studio developed a short-form video campaign to support ImagineIf…, a facilitated, card-based game designed to spark reflection and dialogue around behaviors. From a single day of filming colleagues actively playing the game, we shaped a series of authentic video assets that transformed real interactions, energy, and openness into a powerful narrative.

Impact

The campaign launched across LinkedIn, YouTube, and Instagram, generating strong engagement from both Novartis employees and wider audiences. The films helped legitimize the Behaviors in Action initiative by showing it in action—demonstrating how playful, human-centered interventions can unlock genuine dialogue, strengthen cultural alignment, and scale values-based conversations across a global organization.