School
The Affair by Nothing
/D&AD New Blood Campaign Led the core concept, idea, and tagline. (Tools: Higgsfield.ai)
CLIENT
Nothing
DATA
2026
INDUSTRY
Tech
ROLE
Concepter
School
The Affair by Nothing
/D&AD New Blood Campaign Led the core concept, idea, and tagline. (Tools: Higgsfield.ai)
CLIENT
Nothing
DATA
2026
INDUSTRY
Tech
ROLE
Concepter
INSIGHT
People leave relationships that stop exciting them, except the one with their phone.
IDEA
It's time to cheat on your phone. We turned Apple’s highly anticipated event, known for its unmatched market share and loyalty, into a moment of temptation, inviting people to cheat on their phones with Nothing.
TARGET AUDIENCE
Gen Z and young Millennials Surrounded by “same-same” tech brands, tired of them.
CREDITS
Santaro Miyakawa Boris Ananiev Sonia Ariz /Mentor Khatia Nodia (MASE Europe)
Santaro Miyakawa Boris Ananiev Sonia Ariz /Mentor Khatia Nodia (MASE Europe)
EXECUTION
INSIGHT
People leave relationships that stop exciting them, except the one with their phone.
IDEA
It's time to cheat on your phone. We turned Apple’s highly anticipated event, known for its unmatched market share and loyalty, into a moment of temptation, inviting people to cheat on their phones with Nothing.
TARGET AUDIENCE
Gen Z and young Millennials Surrounded by “same-same” tech brands, tired of them.
CREDITS
CREDITS
Santaro Miyakawa Boris Ananiev Sonia Ariz /Mentor Khatia Nodia (MASE Europe)
Santaro Miyakawa Boris Ananiev Sonia Ariz /Mentor Khatia Nodia (MASE Europe)
School
The Affair by Nothing
/D&AD New Blood Campaign Led the core concept, idea, and tagline. (Tools: Higgsfield.ai)
CLIENT
Nothing
DATA
2026
INDUSTRY
Tech
ROLE
Concepter
EXECUTION
TARGET AUDIENCE
Gen Z and young Millennials Surrounded by “same-same” tech brands, tired of them.
INSIGHT
People leave relationships that stop exciting them, except the one with their phone.
IDEA
It's time to cheat on your phone. We turned Apple’s highly anticipated event, known for its unmatched market share and loyalty, into a moment of temptation, inviting people to cheat on their phones with Nothing.
EXECUTION
CREDITS
Santaro Miyakawa Boris Ananiev Sonia Ariz /Mentor Khatia Nodia (MASE Europe)
