In a landscape saturated with smartphone launches and conventional advertising, standing out means going beyond visibility, it demands innovation. Rising to this challenge, India-based mixed reality startup Flam has partnered with Nothing Phones to launch a first-of-its-kind print-to-AR campaign in the UAE, redefining how Gen Z and millennials engage with brands.
On August 6, 2025, readers of Khaleej Times were met with an ad unlike any other. Embedded within the traditional print layout was a QR code that, when scanned, unlocked an immersive Mixed Reality (MR) experience. Using Flam’s proprietary technology, the Nothing Phone (3) visually leapt from the page, animated in futuristic detail to highlight its transparent design and minimal aesthetic.
This campaign wasn’t just a product demo-it was a statement. It reflected Nothing’s design-first philosophy while advancing Flam’s mission to integrate MR into daily media consumption, transforming static ads into interactive storytelling moments.
The execution was made possible through a collaboration of Flam’s in-house creative and tech talent:
- Creative Director: Tejas Phansekar
- Senior Designer: Monisha Dev
- Graphic Designer: Isham Muhammed
- CG Supervisor: Vikas Soni
- 3D Generalist: Vishnu Anil Kumar
- Sales: Varun Pattiwar
- Founder’s Office: Dixit Jain
- Marketing Team: Karthik Raman, Nidhi Kohli Nandode, Kriti Malik, Rohit Patrekar, Hemanth S.
With this activation, Flam and Nothing have demonstrated how traditional media can be reinvented to captivate a digital-native audience.
