Project
Spatial x Nothing
Creative process
Nothing aims to “make tech fun again” through transparency, design-led products, and community-driven launches. This campaign builds on that DNA by questioning mainstream tech conventions and inviting users to explore and engage with the brand.
The campaign is grounded in a core user persona, Miguel, a 26-year-old designer who represents a new generation of tech consumers: creative, design-aware, and disengaged from over-commercialised products. Think Out of the Box reframes tech marketing around intuition, creativity, and individuality. A customer journey used influencer collaborations, social media, out-of-home advertising to guide users toward the metaverse.
At the center of the campaign is a custom-designed virtual space in Spatial, a digital meeting point for the Nothing community. The immersive 3D experience allowed users to explore products alongside tech influencer appearances and the launch of a community-designed phone.
Outcome
Beyond experimentation, interaction metrics such as movement patterns and avatar engagement were measured to understand user behaviour and how effectively the experience could drive traffic to the online store.
While it is a fictitious project, developed in a university context, the campaign aims to translate brand values into a creative campaign, combining strategic thinking, audience insight, and immersive digital environments to explore new forms of brand experience.
