CMF by NOTHING
Client : Nothing - Pitch. //. Agency : Animal, Delhi. //. Role : Conceptualisation + Creative Direction
The greyscale makes you see more, and feel more. Grayscale only contains luminance information and no colour information - maximum luminance is white and zero luminance is black; everything in between is a shade of grey. The achromatic built comes with an innate tendency to point towards other things. Think of an B&W picture where you end up noticing the number of flying hair strands, or the laugh that is stemming from genuine happiness with a dash of energetic orange.
CMF by Nothing Earphones in the bare shades allow you to see more, feel more.
FRAME 1 / The film opens on an all-white background where you can see a distinct shape of the earphones in the same white.
SOUND / White noise
FRAME 2 / The white layer starts to peel off and we see the CMF earphones with Noise Cancellation superers.
SOUND / White noise layered with mellow beats that keep increasing in tempo and volume.The build up of the beats leads to a drum roll.
FRAME 3 / The neon flash transitions into a fuzzy ball that the earphones go through. Their movements match the tempo with Bass Boost Sound supers.
SOUND / Drum roll gets deeper with an enhanced bass sound
FRAME 4 / The fuzzy ends of the soft structure and they extend into strings that grow out and take over the entire screen.
SOUND / The bass sound is joined by upbeat happy music. The upbeat happy music fades out and we seamlessly transition into slower beats.
FRAME 5 / One CMF earphone appears in the centre of the frame and starts multiplying along with water droplets.
SOUND / The beats are joined by the sound of human interaction with water - muffled sound, entering water, droplets entering a liquid. The water interaction sound transitions into classical music leading to a climax.
FRAME 6 / The camera pans to a top view and all the CMF earphones drop down dramatically.
SOUND / The climatic music at its peak.
FRAME 7 / We see all the earphones on the ground and hold the frame for two seconds.
SOUND / Climatic music ends.
FRAME 1 / The dropped earphones rise one last time.
SOUND / Sound of earphones turning on
TEAM
Creative Heads Kunel Gaur, Sayantan Choudhury
Writers Janhavi Khera, Ahalya Bahuguna
3D Design Amar Chaurasia, Anubhav Kesarwani
Account Management Chetan Chopra, Shwetank Shankar