FIGS 2025 Brand Campaign
Art Direction / Lead Designer
The "Where Do You Wear FIGS?" campaign explores the versatility and impact of FIGS scrubs beyond the traditional hospital setting, highlighting their use in various healthcare environments and even in everyday life. The campaign emphasizes that FIGS are designed for the demands of healthcare professionals, not just in the hospital but wherever their work takes them.
Photo & Video Shoots Art Direction:
Lifestyle on-location with the FIGS Ambassadors focused on storytelling + e-comm & elevated lighting in-studio more product oriented.
Digital: UX/UI - Paid Ads - Social BTS & Lo-fi content
OOH
Nurses Week
13.8M views on Instagram / 2,270 comments
444K Views on Youtube
Commercial aired during the broadcast of
The Emmy® Awards 2025
The campaign's viral moments, including a red-carpet debut at the Emmys by actor Noah Wyle in custom FIGS, led to 175 total placements across traditional and social media.
Social
On platforms like TikTok, we pivoted to a lo-fi content strategy to better align with the FIGS community. By trading high-gloss production for authentic, smartphone-shot storytelling, we’ve increased engagement and built deeper trust. This 'unfiltered' approach resonates because it mirrors the real, raw daily lives of the healthcare professionals.
The campaign encourages healthcare professionals to share their stories and experiences of wearing FIGS in various settings, further emphasizing the brand's message of celebrating and supporting the healthcare community.
International Women’s Day
8.2M views on Instagram / 2,600 comments
991K Views on Youtube
Art Direction
Design
Film Directors: Sam Pepke, Michael and Thomas Ambrogio
Photos : Steve Treboux - Nate Hoffman - Adam Nagy
Production: Stephanie Hernandez - Matthew Howard - Ally Gillam
Designers: Monica Verdin - Stephanie DeAngelis
Motion Graphics : Fred Lebrault
Narrative Direction: Joey Serxner