FIGS Espresso & Dirty Chai Color Launch

Art Direction

The campaign concept for this color launch focused on celebrating fall and coziness. Particularly highlighting these 2 colors with a matching backdrop but slightly darker to make the colors pop. The design treatment was inspired by coffee shops look&feel, with the use of a cursive font paired with the extra bold FIGS Font. The campaign aimed to position FIGS as more than just a scrubs provider, emphasizing its role as a brand that champions the healthcare workforce. 

“ Grab Your Coffee(s): It’s the Fall Drop - NEW Espresso and Dirty Chai. ☕ “

• Photo & Video Shoots Art Direction: E-comm & elevated lighting in-studio

• Digital: Collection PageI - Paid Ads - Social BTS & Lo-fi content

This campaign was FIGS’ most profitable launch of 2024, it executed the core FIGS limited-edition strategy perfectly, creating a high-demand, high-urgency event that drove rapid inventory turnover.