Most AI product ads explain features. Figma chose feeling. According to Creative Bloq, the launch film for the Figma agent uses dance to show what design feels like, highs and lows included. It is a useful case study in emotion-led brand storytelling.
What Figma’s Dance Campaign Does Differently
The film announces the Figma Agent leaving beta. The agent is described as a system-aware assistant that works inside files, layers and frames, exploring layouts, building user flows, generating screens from prompts and remixing designs. Instead of a feature walkthrough, the agency IVERSON set out to capture the process of design itself, from the blank page and research through ideas, iteration and feedback to the point where work flows.
Behind the Production
- Direction: written and directed by IVERSON founder David Dinetz.
- Choreography: Tony Testa, whose credits include Janet Jackson, Britney Spears and Jennifer Lopez.
- Craft: shot almost entirely in camera with live performance, moving sets and practical effects.
- Music: a track by Fred Again.
The article contrasts it with AI ads criticized as dystopian or stressful, and notes it extends IVERSON’s Webby-winning Figma Slides film.
Lessons for Your Own Brand Campaigns
When tools look alike, the feeling around them is what people remember. A human story told through craft can stand out from feature lists.
- Name the emotion your customers feel before and after using your product.
- Show the process, including struggle, not only the polished result.
- Use real craft such as live action or custom illustration over generic stock.
- Keep the product present but let the story lead.
Frequently Asked Questions
What is the Figma Agent?
It is an AI assistant inside Figma that can explore layouts, build user flows, generate screens from text and remix existing designs.
Who made the film?
The agency IVERSON, with founder David Dinetz as writer and director and Tony Testa as choreographer.
Why use dance for a software ad?
The team used movement to express the invisible thinking and emotion behind design work.
Tell Your Brand Story With Emotion
Visuapex Creatives crafts campaigns and identities that connect. See our branding and graphic design services, browse our case studies, or book a free consultation.