Conceptual Creative Campaign
Clients: Nothing x Elevator Music (Speculative)
Role: Art Director
Blow Past The Noise.
The raw intimacy of underground sound is being lost in a landscape dominated by overproduced content and mass appeal. For underground DJs and listeners alike, live music isn’t about being loud, it’s about creating a deeper connection. Blow Past The Noise is a campaign that focuses on real listening. Through an exclusive collaboration between Nothing and Elevator Music, it pushes for a cultural reset, and spotlights authenticity over performative in the underground music scene.
Limited-edition Nothing headphones, made with Elevator Music. Get early access to exclusive live sets, streamable only through the headphones, in real time. Encouraging listeners to experience sound as it happens.
A YouTube mini docu-series from Elevator Music × Nothing spotlighting underground DJs like Crystallmess, sharing their process, stories, and the raw realities of making music today. Each episode strips back the noise to focus on what really matters: sound, intention, and connection.
In busy London streets, phone booths become listening booths featuring Nothing x Elevator Music headphones. Voiceovers from DJs serve as intros, followed by 35-second live snippets and a QR code to buy your pair.
An open call for music makers to share sets or tracks with Nothing x Elevator Music headphones, with top submissions featured on socials.Unboxing videos of the headphones will be shared to boost engagement and build community excitement following the launch.