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FIGS has launched Where Do You Wear FIGS, a global campaign that celebrates the universal language of medicine, produced by production company NativeFour.
To bring the concept to life, FIGS and NativeFour embarked on an ambitious production spanning Tokyo, London, Mexico City, and Los Angeles. Each city featured real healthcare professionals cast in their own environments.
Featured talent includes Dr. Hitomi Uchida, a dentist from Tokyo, Japan; Dr. Bolu Eso, a veterinarian from London, UK; Dr. Tahmara Frayre, an OBGYN from Monterrey, Mexico; and Laura Gluck, a registered nurse from Los Angeles, USA.
Credits
View on- Production Company NativeFour
- Production Service Nakama
- Brand
- Sr. Director of Photography Sam Pepke
- Senior Producer Stephanie Hernandez
- Art Director Stephanie Deangelis
- Executive Producer Dilan Mistry
- Head of Production Dan Counihan
- Producer Sho Schrock Manabe
- DP Jake Wolfert
- Executive Producer Kenji Lepretre Sato
- Producer Sasha Solodova
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company NativeFour
- Production Service Nakama
- Brand
- Sr. Director of Photography Sam Pepke
- Senior Producer Stephanie Hernandez
- Art Director Stephanie Deangelis
- Executive Producer Dilan Mistry
- Head of Production Dan Counihan
- Producer Sho Schrock Manabe
- DP Jake Wolfert
- Executive Producer Kenji Lepretre Sato
- Producer Sasha Solodova
The campaign film was built on a simple but powerful insight: medicine is a universal language. Pre-production began with extensive international research into rituals healthcare professionals share across cultures: snapping on gloves, passing a scalpel, asking patients to say “ahhh.” Beyond the clinic, the film also highlights the human rhythms that connect healthcare professionals worldwide.
By cutting seamlessly between countries, the film creates a unified narrative. Iconic landmarks like Tokyo’s Shibuya Crossing and London’s Big Ben act as cultural anchors, while dialogue in multiple languages overlaps to emphasise that medicine transcends words. The final film balances intimacy and scale, energetic pacing paired with authentic, lived-in moments.
Shot over the course of a month, the production was designed for versatility and authenticity. A FIGS and NativeFour core crew traveled back-to-back across continents, ensuring visual continuity in look and tone. Local production partners in each city supported with extras casting, art direction, and locations, grounding each vignette in its cultural context.
This hybrid model, a tight global crew working hand-in-hand with local teams, allowed the film to feel spontaneous and immersive, while still capturing carefully planned “universal” beats across the four countries.
“The Where Do You Wear FIGS campaign film is a true global collaboration that brought together not only healthcare professionals, but also production crew worldwide. It was an honour to meet, celebrate, and tell the stories of these real healthcare professionals. Our team at NativeFour shares a passion for global storytelling and we loved every second of traveling a lap around the world with our friends at FIGS.” said Dilan Mistry, Executive Producer, NativeFour.
At its heart, the campaign reinforces FIGS’ mission: to celebrate, empower, and serve healthcare professionals worldwide. Whether in veterinarian clinics, urban ERs, or dental practices, the universal drive to heal and care transcends borders.
