Distilling UI into a striking social campaign

Collaboration supremos Figma asked us to capture the essence of their product and slogan for a global audience.

Figma’s online collaboration tool is the modern creative team’s best friend. Working alongside the talented folks at COLLINS, we created a global social media campaign that showed off Figma’s incredible UI and encapsulated their slogan: ‘Nothing great is made alone’.

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COLLINS’ storyboard gave cursors the starring role; our job was to give them personality. Using all our know-how in motion, weight and timing, we injected humour and humanity into a simple triangle that’s almost always overlooked.

The campaign put Figma’s approachable and clever UI in front of a captive audience, so we needed to let the product tell its own story. As the users’ inputs chip away at their fantastic challenges, you can see exactly how Figma works, and the cursors move as you expect (with a bit of flourish).

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Our clients weren't simply after a product demo, so we were asked to add in physical gags that flipped the lid on what the viewer would expect and bent the ‘rules’ of the program. Using our obsession with detail and passion for motion, we showed that—ingenious software or not—Stonehenge will always be heavy.

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