FIGS, the U.S.-based medical apparel brand, has unveiled “Where Do You Wear FIGS”, a global campaign created with production company NativeFour that shines a spotlight on healthcare professionals across four continents.
Shot in Tokyo, London, Mexico City, and Los Angeles, the campaign casts real practitioners in their own working environments: Dr. Hitomi Uchida, a dentist in Tokyo; Dr. Bolu Eso, a veterinarian in London; Dr. Tahmara Frayre, an OBGYN in Monterrey; and Laura Gluck, a registered nurse in Los Angeles.
The film builds on a powerful insight: medicine is a shared language. Everyday gestures—snapping on gloves, asking a patient to say “ahhh,” or passing an instrument—become universal symbols of care. By weaving scenes across borders, the narrative highlights how these rituals transcend cultures while underscoring the humanity at the heart of healthcare. Iconic backdrops such as Shibuya Crossing and Big Ben anchor the story in place, while overlapping dialogue in multiple languages reinforces the campaign’s global perspective.
The production, which spanned a month, was designed to feel authentic yet cohesive. A small core crew from FIGS and NativeFour traveled between countries, collaborating with local teams for casting, set design, and cultural nuance. This hybrid approach gave the film both intimacy and scale—an energetic pace balanced by authentic, lived-in details.
“This project was a true global collaboration. It brought together not only healthcare professionals but also production crews from around the world. Meeting and celebrating these stories was an honor, and we loved every moment of circling the globe with our partners at FIGS,” said Dilan Mistry, executive producer at NativeFour.
At its core, the campaign reinforces FIGS’ mission: to celebrate, empower, and serve healthcare professionals worldwide. Whether in a veterinary clinic, an ER, or a dental practice, the drive to heal and care unites practitioners across borders.
