Eurovision — We Are Novartists

As part of its sponsorship of Eurovision 2025, Novartis wanted to celebrate the relationship between music and science. The risk in a brief like that is obvious: sponsorship content about a cultural moment usually ends up being about the sponsor, and audiences discount it within seconds.

The content had to feel authentic, emotionally resonant and human — showcasing the people behind the science for both internal employees and a broad external audience, during a globally visible cultural moment where the comparison set is professionally made entertainment.

Ludic Media Studio produced the We Are Novartists campaign: a series of cinematic short films centered on Novartis employees who are also serious musicians.

Each film told a personal story that linked music to a way of thinking about work — using songwriting to learn a new language, composing music inspired by protein structures, embracing the fail-fast discipline of rehearsing a complex piece. The link was never stated as a corporate message; it emerged from the person telling their own story, which is the only way that kind of parallel survives an audience’s scepticism.

We handled end-to-end production across multiple locations: scripting, filming, editing and post-production.

The series launched across Novartis’ internal and external channels and has achieved over 40,000 YouTube views to date, alongside strong internal engagement. The films became a centerpiece of Novartis’ presence at Eurovision 2025, showcased at the Eurovision Village in Basel, where thousands of visitors encountered a more human, creative face of the organization.