FIGS x New Balance
Art Direction / Lead Designer
The concept for the FIGS x New Balance 3447 shoes aimed to highlight that these shoes were specifically crafted to meet the unique demands and challenges faced by healthcare professionals.
Digital: Collection Page - Paid Ads - Social BTS & Lo-fi content
“Life Happens in a Zip”
We creatively illustrated the time saving from the zip closure feature by calculating the amount of time saved over the course of a day, week, or even year, emphasizing that "every second (and every step) counts" for busy healthcare workers.
Social
We used authentic, smartphone-shot storytelling to mirror the raw daily lives of healthcare professionals. This approach, featuring unscripted moments and real-world lighting, built deeper community trust and boosted TikTok engagement by feeling more personal and relatable in addition with polished ads.
“Designed Just for You”
The campaign stressed the shoes' practicality in demanding healthcare environments, emphasizing their water resistance and wipeable surface. The no-slip grip further highlighted the shoes' durability and safety features.
NEUTRALS COLLECTION
After introducing this 3447 new model, the next campaign was focused on a neutral beige/grey colorway for all FIGS x NB Shoes.
The concept was to match different healthcare ‘personas’ to each shoe model.
Art Direction
Lead Design
Creative Direction: Marie Boney
Photos: Ross Morrison
Video: May He & Sam Pepke
Production: Alli Gillam
Design: Ting Teng & Anna Lupean