FIGS "Ready When You Are" social post
“Social post” really undersells the amount of work that went into bringing this idea to life. The year-plus long ordeal began with a simple brief: FIGS wants to blow up a car to promote “Extremes”, their new line of scrubs designed for “the (most) extreme conditions… that medical professionals can endure.”
But not just any car… an F1 car on a proper race track. They wanted to tell the story of Dr. Luke Bennett, the Managing Director of Sports at HINTSA Performance, who had actually helped save a driver from a burning car with a true-to-life recreation of the moment. But how would we make the burning car make sense in an ad selling scrubs? How could we afford to burn the car, anyways?
To give the burning F1 car meaning, we developed a concept that focused on pre-race day preparation processes of the two hero doctors, Dr. Bennett and Dr. Elina Haukipuro. We would show how they prepped, body and mind, for race day. Then, at the moment of crisis, we’d show how their training became instinct, allowing them to stay locked in and ready to act without a moment’s hesitation. It would all pay off with the tagline: Ready When You Are.
For the full production story, check out the write-up on the Industry website.
FIGS seems to have liked the tagline: it’s now all over their products currently available online. Finally, some work that makes my nurse wife and nurse momma proud!
