Behaviors in Action — Imagine If…

Novartis was launching Behaviors in Action, an initiative to bring its company values out of strategy decks and into lived experience. That is a familiar ambition and it usually produces a film in which people describe values to camera — which is precisely the register the initiative existed to escape.

The campaign had to communicate the initiative in a way that felt human, participatory and credible: showing behaviors being explored in practice rather than explained abstractly, to both internal employees and wider external audiences.

We developed a short-form video campaign supporting Imagine If…, a facilitated, card-based game designed to spark reflection and dialogue around behaviors.

The production decision that made it work was simple: we filmed colleagues actually playing the game, for a single day, rather than staging a representation of it. What we shot was real interactions, real hesitation and real laughter, and the edit shaped that into a series of authentic video assets designed for both internal and external use.

Nobody in the campaign explains a value. They are visibly in the middle of working one out, which is a much harder thing to fake and a much easier thing to believe.

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