“Wonderful by design.”
Nothing, a London-based consumer electronics manufacturer, has tasked Kulfi Collective to craft a dynamic campaign for their new and highly-anticipated CMF Phone 1.
Titled “Wonderful By Design“, this campaign consists of two captivating films and 500+ social and digital assets. It comprises of two master films: one for a global audience and one tailored specially for India featuring popular actress Rashmika Mandanna. Both these films cleverly build CMF’s unique identity on the legacy of its parent brand, Nothing.
“We put our heart and soul into this one to build a world where art meets science, creativity meets tech and beauty meets functionality,” they wrote. “Immersive storytelling, pristine craftmanship and the beauty of CMF brought to you by Team Kulfi Collective.”
The global film highlights the meticulous craftsmanship and intricate creativity that goes into building CMF products. It positions CMF labs as hubs where art and science meet, showcasing the journey from the designers’ minds to the consumers hands.
The local Indian film picks up where the global film ends. Rashmika Mandanna, while travelling in the London subway, discovers a CMF vending machine that miraculously transports her to the CMF lab. Here, she explores the three products and their state-of-the-art features, epitomizing the fusion of tech and beauty that is so important to CMF.
Ryan Latham., Senior Director Global Brand & Creative, Nothing, shared his enthusiasm stating, “We are immensely proud to introduce CMF Phone 1 to the world, and our collaboration with Kulfi Collective has been an integral part of this journey. Their creative competence and storytelling capability perfectly suited this launch. The positive consumer response is testament to our brand and our global campaign.”
“The launch of CMF marks a significant milestone for Nothing in India. With Kulfi Collective, we’ve crafted a visually stunning campaign that resonates with the local audience while maintaining a global appeal. We look forward to seeing the growth of CMF in India and beyond” added Pranay Rao, Head of Marketing, Nothing India.
“Absolutely thrilled to partner with Nothing to launch CMF! The campaign reflects our commitment to creating design-led, innovative content that resonates with both global and local audiences. Working with the team at Nothing has been an incredible journey, and we are excited to see CMF inspire and delight consumers worldwide,” said Akshat Gupt, Co-founder and Chief Creative Officer at Kulfi Collective.
CMF’s product portfolio now includes smartphones, earbuds, neckbands, and smartwatches, intricately crafted with attention to color, material, and finish. Kulfi Collective’s campaign showcases CMF’s design-led approach and highlights its European origins.
