FIGS x New Balance
Art Direction / Lead Designer
The "Designed just for you" campaign 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.
CMO: Benè Eaton
Creative Direction: Marie Boney
Photos: Ross Morrison
Video: May He & Sam Pepke
Production: Alli Gillam
Design: Ting Teng & Anna Lupean
“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.
The following campaign "Life Happens in a zip", centered on the idea that healthcare professionals are incredibly busy and that every second counts in their demanding jobs. We presented the zip closure on the shoes as a way to save precious moments by eliminating the need to tie and untie laces. The campaign highlighted that these saved moments could be used for other vital tasks or even just a quick break during a long shift.
“Life Happens in a Zip”
We creatively illustrated the time saving 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.
