NULL BY NOTHING®

Image, Motion & Visual Direction

“The mental and emotional pain of never truly resting has left a generation restless. What if we could change that narrative and use technology to restore a sense of calm and well-being?”
NULL is a sleep wellness campaign inspired by tech brand NOTHING®, designed to restore rest through unobtrusive function and post-human design. Drawing from the brand’s ethos of boundary-pushing aesthetics and mission to “make tech fun again”, the creative pushes even further — radical, experimental, and visually immersive. For the overstimulated and burnt out, the campaign rejects traditional wellness tropes and imagines what sleep care could look like in a world that finally lets you shut down. Across image, motion, and narrative, NULL introduces a new visual language for sleep tech, and reimagines what a wellness campaign can be.





CAMPAIGN DEVELOPMENT

“Imagine what would it look like if NOTHING made healthcare products but 100 years from now?”
The goal was to develop an immersive brand universe and visual language for sleep tech, drawing from NOTHING’s ethos of boundary-pushing aesthetics. I wanted to take their unique approach to tech a step further, a direction that is radical, experimental, and visually immersive. Leaning into a radical design space and pulling from themes of digital surrealism, 2000s techno-optimism, and motifs of cyberpunk— resulting in a post-human and utopian aesthetic. 



(VISUAL RESEARCH / MOODBOARD)

















Special thank you to Klick Health for the support on this project. ❤️‍🔥
Toronto
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