What makes Nothing headphones? It’s the design. Either you love the design or you hate the design. It’s very distinctive, nothing looks like it
Most of the other brands share a very similar, kind of sleek look. But then there’s Nothing, the new cool kid on the block. The “if you know, you know” kind of thing.
First and foremost it’s a conversation piece. It signals to the world: I’m tasteful. I’m cultured. I’m ahead of the curve.
Especially nowadays, the need for individualism and expressing your true self is stronger than ever. Put little charms on your bag, find the niche clothing brand on Instagram with 20k followers. We want to stand out.
Everyone wants to be unique. And Nothing makes exactly the headphones for that demographic. Extremely stylish, bold. The design feels analog, playing into the whole nostalgia-infused culture we’re in.
Yami Club is about capturing characters. The way we’ve differentiated ourselves in the market is by spending absurd amounts of time to find the most interesting and unique characters we can. The true individualists, the ones who wear whatever’s cool 3 years before Zara gets wind and produces the dupes. The tastemakers.
So naturally, our thought was: we need to put the headphones on their heads. We want to see them wear them, engage with them, make them their own.
THE IDEA
a 3-part series: Berlin, London and New York. Four people in each video, giving us a little window into their taste and personality.
We ask: “If you could only take one album, one movie and one podcast to a deserted island, what would they be?”
We briefly cut to a four-way split-screen of everyone thinking about their answers. A little pause. Then background music comes in and we cut to the first person wearing the headphones, enjoying the music.
From here, the video becomes a montage, moving back and forth between the four people:
What we see: Beautiful, sunlit shots of them listening through the headphones. Moving around, smiling, getting into it. Some slow motion, close-ups, wider shots where you see their outfit and how they carry themselves.
What we hear: Their recorded answers as voice-over, with background music underneath. They’re telling us about their choices, what those choices mean to them, what inspires them. The background music is a soundtrack for the video; we don’t hear what’s playing in their headphones.
The point is that you get drawn to the person. You like their style, you’re curious about their taste, maybe they put you onto something new. And the headphones become part of that impression. We want Nothing to become associated with that same individuality and confidence in your own taste