Find Your Flow State

IVERSON, the creative agency behind the work of some of tech’s most closely watched companies, launched a new film for Figma last week around its “Figma Agent” release.
The film set out to answer a deceptively hard question: what does the act of designing actually feel like? Not what the software does, but the internal experience of it — the blank page, the first move, the moment instinct takes over and the work starts to flow. IVERSON’s answer was to turn that feeling into movement. David Dinetz, who wrote, produced, and directed the film, brought in choreographer Tony Testa — whose career spans Janet Jackson, Britney Spears, Jennifer Lopez, and the Grammys — and together, with a cast of world-class dancers, they built a physical language around the behaviors that make designing feel like designing. The film was made in-camera, by hand, rather than AI-generated.

The film follows IVERSON’s Webby-winning Figma Slides film, “All Hands on Deck,” continuing a partnership built around ambitious creative swings. It’s the latest in David’s body of work centered on finding the human story inside technology, which spans the launch of Instagram Stories, campaigns for Beats by Dre, and a Super Bowl spot for Mercedes-Benz.