New Delhi: Nothing is a London-based tech company that has collaborated with renowned photographer and director Jordan Hemingway in the launch campaign of its first over-ear headphones, Headphone (1). Hemingway, famous for his raw and cinematic aesthetic, directed the creative direction of the campaign, which was based on portraits, and also created a bespoke camera preset on Nothing smartphones.

Jordan Hemingway is a New Jersey native who has collaborated with large brands like Louis Vuitton, Prada, Chanel, and Gucci. This is evidenced by his extensive creative scope, as demonstrated by his close work with FKA Twigs, in which he co-directed live performances and music videos.

The collaboration blends cutting-edge tech with high-fashion artistry. (Image Credit: Nothing)

A creative match with a shared vision

Ryan Latham, Senior Director of Brand & Creative (Global), told us that the decision to collaborate with Hemingway was a no-brainer. His aesthetics of rough beauty and novelty fit in with our own vision of Headphone (1), Latham said. According to him, Jordan has such a strong background in culture, and his own way of visual approach added something completely new to the campaign.

Years ago, Hemingway happened to visit the office of Nothing on an independent project but was impressed by the innovative essence of the team. It is not only exciting but also an honour to come back years later and make something together, he said.

New camera preset may launch in July

Together with the campaign, Hemingway has designed a personalised professional camera setting of the Nothing smartphones, named the Stretch. Scheduled to release later in July, the preset will enable users to shoot like him in his high-contrast, filmic style to add a cinematic touch to smartphone photography.