Vincent Lammers, ECD in BUCK’s Amsterdam studio, heads up this vibrant and thoughtful launch film for consumer electronics brand Nothing and their Playground AI platform that allows users to design and personalize their phones.


From BUCK: “We started with Nothing’s bold identity as our foundation, using it as a framework to explore a more expressive visual language, a playground, if you will. It needed to feel inspiring, optimistic, and true to the brand while also celebrating creativity and human potential.

“Our challenge was to strike a balance between futurism and optimism, technology and humanity. We needed to push the brand’s precision into something warmer, more tactile, and more alive without leaning into product demos or technical details.
 

“We needed to push the brand’s precision into something warmer, more tactile, and more alive without leaning into product demos or technical details.”

 
“Instead of making the technical feel human and tactile, we flipped the approach, making the human feel more technical. Footage of people and nature was woven into graphic layers, creating a human counterpoint to the tech that added warmth and texture.

“Each frame was built from Nothing’s visual DNA: grids, pixels, dots, typography, and their signature transparency. These elements formed a flexible system of design and motion assets, allowing us to move seamlessly between precision and play.

“This project was about exploration as much as execution. We leaned into our process of playing through making, building a large library of styleframes, art direction studies, and motion tests. Many never made the final cut, but each one helped shape the tone, rhythm, and visual identity of the film.”
 
 

 
Client: Nothing
VP, Brand & Creative: Ryan Latham
Senior Producer, Brand & Creative: Kat Brazil

Production: BUCK
ECD: Vincent Lammers
ACD: Daniel Rodrigues
EP: Rebecca Dell
Producer: Alex Decaneas
Associate Producer: Louis Tagliaferro
Art Director: Rasmus Stenberg
Designer: Elina Ersdorf, Léo Imbert, Nina Muro, Rasmus Stenberg
Animator: Greta Sennekamp, Marco van der Vlag, Ryoko Kondo, Nicolas Grandry, Erik Righetti, Antonin Waterkeyn, Daniel Rodrigues
Special Thanks: Will Burkart, Dom Taylor, Zosia Swidlicka, Joe Brooks

Sound Design: Zelig