“Nothing creates smartphones, audio products and artificial intelligence tools that are beautiful to look at and designed to make life easier. With a global community of over six million people, we’re building the tech brand most loved by the next generation of creatives.” That’s the bio of Nothing, a tech brand that just a few days ago went from being unknown to most people to being in the spotlight thanks to a high-impact choice: Charli xcx as its first brand ambassador, in addition to her joining as an investor.
A decision that initially surprised, but read in light of the brand’s mission appears perfectly coherent. Charli amplified this vision with decisive communicative force, helping to turn an already solid product strategy into a viral phenomenon.
An impeccable strategy, which is now further strengthened through increasingly creative-oriented communication. This time Nothing chose Nicole McLaughlin, a longtime viral artist who has built a recognizable and distinctive aesthetic over the years. McLaughlin has made creative and sustainable upcycling her artistic language, helping to move it from the imagery of the handmade “handiwork” to a true contemporary art form, often with a strong pop component.
For Nothing, Nicole McLaughlin reinterpreted the brand’s headphones by playing with the concept of extreme customization: magnetic accessories that can be freely applied, ironic transformations such as a version that “churns out” waffles and another with an integrated mirror and comb. A creative exercise that reaffirms the brand’s direction: while remaining a tech company, Nothing is moving closer and closer to a language of manual creativity, experimentation and artistic contamination.
[📸 Instagram: nothing and nicolemclaughlin].
