FIGS
CREATIVE CAMPAIGNS / DRIP EMAILS / CONSUMER TOUCHPOINTS / MAKING IT GO VIRAL?
As FIGS’ first-ever Director of Brand Narrative, I live and breathe the FIGS voice. Wherever we show up, we have to do it in our own way—always celebrating Healthcare Professionals (aka Awesome Humans) and putting them on a pedestal with campaigns and messaging that let them know that we get them, and more importantly, we got them.
Reporting directly to the CMO, every piece of messaging, from Times Square Billboards that get millions of eyeballs to an Eventbrite invite being sent to twenty people, must have the essence of FIGS. It’s a combination of medical language, wit, and emotion that come together in service of those who serve others.
Since joining near the tail end of 2024, I’ve been part of 3-5 major product launches a month, all requiring assets across social, ecomm, email, and more. All in all, a lot of spinning plates—all with tailored messaging.
Role: Director of Brand Narrative
Responsibilities: Creative Concepting, Copywriting, Cross-Fuctional Coordination, Marketing, and more
INTERNATIONAL WOMEN’S DAY
To celebrate International Women’s Day, we launched a full campaign focused on the little moments that define being a woman in medicine. Based on true-to-life insights gleaned from interviews with Doctors, Nurses, and more, our hero film struck a nerve with women around the world.
Turns out having your abilities questioned even though you have decades of experience, multiple degrees, and more, isn’t exclusive to working in healthcare.
The video went mega viral, racking up over 10 million views organically, driving discussions, and even spawning one Russian influencer to digitally splice herself into our cut…for clout I guess?
The colors we dropped to accompany the launch sold out almost instantly. The combination of relevant insights told through authentic creative resulted in a massive success we could only have dreamed of.
FORMx FABRIC LAUNCH
For the first time in over a decade, FIGS launched a new fabric system—FORMx™, designed for lower intensity healthcare work (no bonesaws here).
To highlight qualities of the fabric (Ultra Sleek, Ultra Stretchy), our hero video showed the inherent stretchability of things we encounter in our day-to-day in a futuristic style. A full 360 launch, we blasted FORMx across social, in-store, and with influencers. An on-going journey, the first major fabric launch from FIGS has made waves among the healthcare community (in the best way).
FIGS | NEW BALANCE 3447 ZIP LAUNCH
When you work in healthcare, every second matters. From situations that are dire…to simply catching a break, anyway you can save a few moments is worth it.
That insight was our core concept when we launched the New Balance 3447 Zip. The first shoe designed specifically for medical professionals, and with zippers instead of shoelaces. What will you do with all those extra seconds?
The shoe old out on Day 1. I have a pair, and tbh, it’s the perfect dad shoe, and excellent for airports. I’m not in Healthcare, but I bet it’s amazing for 12-hour shifts as well.
BRAND INITIATIVES
One of the best things about working at FIGS is that it’s a brand that stands for purpose. I had the pleasure of working on the
2024 Impact Report, and seeing all the initiatives that the company backs gives me all the warm and fuzzies.
Speaking of warm and fuzzies, I have a big soft spot for Mother Nature, so much so, that I built a website with Google to demonstrate how small actions add up to big changes. FIGS loves the planet as much as I do, so I was thrilled when I got to work on their “Scrubs That Don’t Suck” program, encouraging Awesome Humans around the nation to recycle their sucky scrubs (aka non FIGS) and turn them in for credits for FIGS. To date, tons of scrubs have been donated and given a second life as useful materials, and most importantly, kept out of landfills.
