What makes Nothing Headphones? For us it’s the Design. Either you love it or you hate it.
All the other headphone brands share a very similar look. And then there’s Nothing, the new cool kid on the block. The “if you know, you know” kind of thing.
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. We need to be unique.
Yami Club is all about capturing characters. We spend 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 of this generation.
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
“If you could take only one album, one movie, and one podcast to a desert island, what would they be?”
A three-part series in Berlin, London and New York, built around what Yami does best: finding the people other people take their cues from.
Four tastemakers in each city. We put Nothing headphones on them and get into what inspires them. The music, films and voices that have shaped their world.
Check out some of them
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.
What we hear: Their recorded answers as voice-over. They’re telling us about their choices, what those choices mean to them, what inspires them.
We want the audience to get drawn to the person.
You like their style, you’re curious about their taste, maybe they put you on to something new?
Nothing becomes part of that impression. That’s what Nothing means to us.
→ Individuality and confidence in your own taste.