Ceva – Values – Internal Campaign
Internal Campaign
The challenge
Ceva wanted to develop an internal campaign to reinforce the company’s core values across its teams and offices.
The main insight behind the project was the belief that employees already demonstrated these values in their daily work — they simply didn’t recognize that those attitudes were directly connected to Ceva’s culture and identity.
Insight
The campaign concept was built around the idea “Already in Us” — showing that Ceva employees already carry these values within themselves through their everyday attitudes, relationships, and ways of working.
Rather than presenting the values as something distant or corporate, the campaign positioned them as authentic human qualities that employees naturally bring to the company culture and help strengthen even further.
Concept Development
Using Nano Banana and ChatGPT-assisted workflows, I developed a series of unique key visuals featuring diverse employees within their professional environments.
The concept explored reflections through mirrors and glass surfaces, revealing these same employees in everyday personal moments outside of work. Both scenes were designed to represent the same company value — reinforcing the idea that these qualities already exist within Ceva’s people.
In total, four different key visuals were created, each representing a different core value of the campaign.
KV Development
Using the AI-generated images as a foundation, I developed the four final key visuals in Photoshop.
The process combined brand graphic elements, layout adaptation, and visual refinements aligned with Ceva’s brand guidelines — ensuring the campaign maintained a strong connection with the company’s institutional visual identity while preserving the emotional storytelling of the concept.
The project is currently in the concept approval phase with the client, with the campaign direction and key visuals being evaluated for future rollout across Ceva’s
internal communication channels.
Alternative Visual Direction
Using the same AI-assisted workflow, I also explored an alternative visual direction for the campaign.
This second concept presented employees back-to-back within the composition — showing the professional version of each person in the foreground, while a personal everyday moment representing the same value appeared in the background.
The approach maintained the core idea of “Already in Us” while offering a more direct and emotional visual interpretation of the campaign concept.
