Where Do You Wear FIGS

FIGS has launched Where Do You Wear FIGS, a global campaign produced by NativeFour that celebrates the shared rituals and human connection of healthcare professionals around the world. Shot across Tokyo, London, Mexico City, and Los Angeles, the film stars real medical practitioners in their own environments, including dentist Dr. Hitomi Uchida, veterinarian Dr. Bolu Eso, OBGYN Dr. Tahmara Frayre, and registered nurse Laura Gluck. Together, they embody the campaign’s central idea: medicine is a universal language.

The creative approach blends local culture with global perspective, cutting between intimate clinical rituals — from snapping gloves to asking patients to say “ahhh” — and the daily rhythms that unite healthcare workers across borders. Iconic landmarks such as Shibuya Crossing and Big Ben provide visual anchors, while multilingual dialogue overlaps to reinforce the idea that the practice of medicine transcends words. Balancing authenticity with cinematic energy, the campaign honours both the individuality and the universality of those who dedicate their lives to care.