78% of Americans aspire to be unproductive on vacation, yet over half packed their laptops, and 41% dialed into a work call. We’re more burnt out than ever, yet we’ve completely forgotten how to turn off and just… be.

Expedia wanted to connect and resonate with travelers, by reminding them that doing nothing on holiday is not only OK, it’s essential.

The scenes and snapshots from Nothing were all made to remind people of the feeling of doing nothing on holiday. We wanted to strike a balance in each scene between beauty and reality. To do that, we created a series of travel moments.

Not big moments, but important ones.

Moments that show what doing nothing really feels like.

Shot from the perspective of the people experiencing them.

To convey ‘nothing’ we used a delicate mix of meticulous planning and spontaneity.

The film aims to capture beauty and humanity in a single frame, while celebrating moments of authenticity.

The camerawork was precise, and almost every scene was told in a single shot.

The camera didn’t move unless it had to. We used natural light and textures to create a beautiful version of real life.

We waited for the perfect light. Played with framing. Discarded dozens of shots and even more storyboards. All in service of finding the moments that truly conveyed the joys of doing nothing.

A key objective of this film was to drive brand love and move the conversation of doing nothing on holiday forward. Nothing drove a 45%* increase in new followers during the first half of the campaign (*Jan 10 - Feb 2). And we hit the right tone with our video ads on TikTok receiving positive comments like “this ad is relaxing”, and “the first ad I’ve gladly sat through”. We also had an overwhelmingly positive response on Twitter with tweets like “I absolutely love that new Expedia ‘Nothing’ ad”.