Figma’s Push It campaign focuses on the hand in handcrafted

Last year, whatever city you were in, you’re likely to have seen this Figma Make campaign rolling out in myriad ways – from towering billboards in New York or Singapore, to a cute pop-up patisserie in Paris. At the centre of it all: Figma’s distinctively vibrant and fun graphics, dancing and interacting at the behest of a single hand clicking a mouse. The campaign tagline ‘Prompt it. Then push it.’ plays with the rhetoric around AI, that creativity lies just beyond the ‘push of a button’, and instead focuses on the use of AI as a tool allowing designers and artists to push their ideas further.

The AI-powered Figma Make tool generates interactive digital files from text and sketch prompts, and is mainly intended for app and web design, aimed at designers and artists who perhaps don’t have the technical knowhow but still possess the ideas and taste to make a great app or site. Damien Correll, Figma’s VP of design, brand and creative, tells It’s Nice That the team really wanted to cast a wider net with this campaign versus previous Figma products, to speak to “those who want to push past that initial idea and really get something down, not just on paper, but make it real”.

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.