The product has what Damien refers to as this “almost magic button” that takes a static image or prompt and makes it come to life, which was a major starting point for the campaign concept. Meanwhile, one of the things Damien and his team were conscious of in relation to AI sentiment in the creative world, was that “AI has made making anything pretty easy, so [creatives] shouldn’t just take the defaults that come out, but push those thoughts to surprising places, and lean into the technology without skipping those core steps that need human intervention.” With tools like this available, being a creative means “applying your taste”, Damien says, “iterating and pushing past that first draft”. Wanting to avoid being part of an AI buzzword or slop campaign, but focusing on the benefits of the tool for creative people in a “succinct” way, Damien says he wanted the campaign to feel “both very human and a bit more aspirational” – in this case, with closely cropped photography, fun graphics, and a “short, punchy line”.
For the all-important photography and film of the hand clicking a mouse (and trackpad and keyboard in other films), Damien and the Figma creative team worked with photographer Emiliano Granado to capture the small gestures and movements that have a huge impact in digital design work. These shots “put the maker in the driver’s seat,” Damien adds, and in the final films, show those small gestures affecting the choreography of all the many Figma graphics filling the rest of the canvas, which react by wiggling and moving and changing size and form as the finger clicks – representing all the different potential ideas you could take, and showing how you can explore lots at once. “We really want to represent the idea maze, as we call it,” Damien says. On the vibrant design of the graphics themselves, Damien comments that “sometimes when we’re making stuff, I’m like ‘is this too colourful?’ But no it’s usually never the case!”
The campaign rolled out late 2025, in the latter stages bringing in community-made content in a strategic move to “show not tell” what’s possible with Figma Make, and adapting content to different cities and markets.