There is a risk you take when you make a film designed to “prove a point,” and that is that your audience will get lost somewhere inside of that point and lose track of the narrative. While Nothing is a cleverly made and well animated short, it loses itself in this trap.
It’s a story of a company that is trying to sell “nothing,” to do this it needs a marketing campaign so it hires Nobody, a designer who puts together a way to sell nothing to the public. After this setup the rest of the film is a play on these two set pieces that is hysterically funny in the beginning but loses its shine by the end.
Visually it’s really fun to watch and in general it stays on the mark, my biggest critique is that about 2:30 in you get it and you start to wish that the writer found a more interesting direction to take the idea. While it does succeed in panning rampant and senseless consumerism, it does so with a mega-phone and a sledgehammer.
If only for the style and creativity of the animation, I suggest giving this one a look.
A Company wants to sell »Nothing« on a large scale and hires Nobody, a renowned designer who creates the adequate advertising campaign and turns out to be an expert in the field of digital hypnosis… A sarcastic view on the advertising industry, ingeniously lived cliches and the contemporary brand hype.
A great mix of animation and live action brings this world to life. (Style 4)
It’s an acid tongued look at advertising and brand loyalty that stays on mark in most places. (Storytelling 3)
As well done as it is, the overall theme could get a little grating to some, it’s a position piece and as such you will enjoy it a lot more if you share Mr. Bremer’s position. (Watchability 3.5)