Work

Cellcom · Telecom Campaign

Cellcom 5G Pro

Exploring a creative process — from a safe direction to a concept-driven campaign.

Role

Marketing Designer

Focus

Concept, Art Direction

Tools

AI image generation, Photoshop

Output

Social & digital campaign

Final 5G Pro visual — a band performing inside the earbuds case

Final 5G Pro visual — earbuds in a tunnel of sound

Final 5G Pro visual — lifestyle portrait

The Brief

Product: 5G Pro — Israel’s fastest and most advanced 5G network
Goal: Drive awareness and attract new customers
Offer: ₪79.90 / month + free earbuds (Buds 3 / 4)
Key Message: Premium 5G experience with added value
Deliverables: Social media posts, banners and landing page assets

The original client brief for the 5G Pro campaign — The original brief, as received

Reference

Result

First direction — earbuds on a purple podium with clouds

Pinterest reference — AirPods Pro with silk ribbon

First direction — earbuds on a purple silk ribbon

Starting Point

At first, I explored directions based on familiar visual patterns from Pinterest.

Floating earbuds, soft gradients and clean compositions — everything looked polished and aligned with industry standards.

The visuals were aesthetically pleasing, the message was clear, and the product was presented well.

But something was missing.

It felt generic.
Like something you’ve already seen before.

Digging Deeper

I felt there was something missing.

At times, it felt like I had reached a dead end. I kept exploring directions — but none of them truly stood out.

Everything looked good.
But nothing felt right.

That’s when I realized I needed to rethink the approach.

Reference

Result

Exploration — earbuds on a street crossing at sunset

Reference — portrait with a light trail of sound

Exploration — portrait with a ring of sound around her head

Earbuds inside a tunnel of sound and music notes

The Shift in Thinking

I asked myself a simple question:

What does a music experience actually look like?

Not visually —
but emotionally.

Moments.
Energy.
Movement.
Atmosphere.

That’s where the idea started to form.

Translating the Idea into Visuals

Once the idea became clear, I started exploring how to bring it into the visuals.

I looked for ways to express music as an experience — not just a product.

Creating scenes that feel alive.
Moments that feel dynamic.
Visuals that suggest sound, energy and movement.

From miniature performances inside the earbuds to compositions that capture the feeling of being immersed in music.

Reference

Result

Reference — bold diagonal split layout from a food ad

Result — the diagonal split applied to a music lifestyle portrait

First output

First AI output — earbuds case with a drum kit, instruments and notes all around

Refined

From Prompt to Visual

To bring the concept to life, I used AI as part of the creative process.

I started with a detailed prompt that defined the scene, mood and composition.

From there, I refined the outputs — adjusting elements, simplifying the composition and focusing the message.

It wasn’t about generating one perfect image,
but about iterating until the idea felt right.

Key Takeaways

01Don’t stop at the first idea — even if it works.
02Look for references beyond design — not just what looks good, but what feels right.
03Think in concepts, not just visuals.
04And most importantly — give yourself the time to explore.

Final visual

Final 5G Pro campaign visual — the band inside the earbuds case

Index

Contact

Open to full-time roles & select freelance

Let’s build something that works.

orarazi100@gmail.com↗

Phone

+972 54 910 4920

Message me↗

Elsewhere

Based

Ramat Gan, Israel.
Open to remote & hybrid.