Caring for conflict

Visually shaping labor conflict resolution without falling into corporate clichés is no easy task. That was the challenge: to present eKlevo, CMB Mediala’s new AI-based tool, conveying security, innovation, and a respect for conflict.

Carol and Montse, its creators, were clear: technology can scale the impact of mediation in companies without losing the human touch. And that had to be evident in every decision.

We defined the tone from the beginning. If this video were a person, she would be a 50-year-old woman: expert, serene, confident. A presence that inspires trust without imposing.

Visually, we mixed artisanal textures with a more technological environment and asked ourselves the key question: how to represent AI in such a delicate context without dehumanizing it? The answer was empathetic neutrality.

Instead of an avatar with a face—which triggers gender, age, or “role” biases—we created Noa: a luminous and abstract presence, with organic behavior and subtle warmth.

To balance that layer, we introduced a clearly human gesture: hands. Soft, present, proactive. The representation of the founders themselves guiding the solution.

Conflict appears as what it is: irregular, uncomfortable, unstable. And we treated it with care.

The evolution is built through color, sound, and rhythm: we start with cold tones and tension, and when eKlevo enters, the piece finds its order, calms down, and shifts toward a warm and neutral palette.