2degrees

Aug 2026

In a refreshing departure from the hyper-kinetic energy often defining the telecommunications industry, the 2degrees Brahm's Lullaby campaign masterfully leans into an atmosphere of quietude and digital wellbeing. This commercial project centers on the concept of disconnecting from technology to embrace rest, visualized through a beautiful, hand-painted digital animation that feels strikingly tactile. By placing a stark white smartphone against the backdrop of a classic rocking chair, the creative team at TBWA NZ utilizes an earthy and minimalist aesthetic to convey a message of mindfulness. The visual execution relies on a distinct watercolour technique, characterized by soft shades of blue and a clean, uncluttered white canvas that emphasizes the campaign's soothing intent. To bolster this gentle narrative, the project incorporates live-action technique elements that bring a subtle, rhythmic life to the illustration, effectively bridging the gap between brand identity and human-centric messaging. Complementing the calming visuals, the expert sound design provided by Eardrum and Sonar Music enhances the overall sensory experience, ensuring the tone remains perfectly pitched for a lullaby-themed initiative. This approach transforms a standard tech advertisement into an artistic exploration of our relationship with devices, proving that even within a busy tech landscape, a minimalist and textured visual language can resonate deeply by prioritizing simplicity and grace over noise.

Artistic, Commercial, Pastel, Earthy, Minimalist

Watercolour, Live-action Technique

Telecommunications, Technology