Nothing Tech

Nothing wants you to be energised by your smartphone, not attached to it. In an age of endless scrolling and instant gratification, they reimagine smartphone tech so that every interaction feels more intentional, more intuitive to how users see the world. As Nothing prepared to launch Phone (2a), a challenger to the ever-present iPhone, they needed a global campaign and visual direction as distinctive as the device.

Nothing Tech

The Insight

The tech of today feels impersonal and uninspired. In contrast, Nothing wield design as a tool to amplify connection, innovating cleverly but never simply for the sake of it. Even in a crowded market, smartphones like the Phone (2a) – which was co-created with Teenage Engineering – feel fresh. Human. Nothing see tech through a unique perspective. For further evidence, you only need to look to the back of the phone.

The Idea

The product’s unique dual camera lens inspired the “Fresh Eyes” campaign. Through a single, minimalist graphic device, we crafted a playful visual world. These two ‘eyes’ brought character to the Phone (2a), a balance of its authentic warmth and original spirit. The device was a focal point for the concept and art direction, a new expression of Nothing’s brand that stretched across product film, lifestyle photography, social assets, print and digital OOH creative.

The Impact

The campaign ran in the lead-up to Nothing’s latest highly-coveted #THE100 Drop, which also marked the brand’s arrival in cities across Europe, Asia and the Middle East. Teasers were dropped. Buzz built at pace. Fans lined outside stores and snaked around streets. After Nothing had opened their doors, they made a record-breaking 100,000 sales in a matter of hours. The campaign proved that there were still moments of connection and creativity to be found in a crowded, sales-focused sector. So long as you know where to look.

Expertise

Innovation

Services

Communications, Production, Strategy

Art Direction Campaign Social