HomeNews & updatesCollins links up with Figma to demystify the myth of the “lone...

Collins links up with Figma to demystify the myth of the “lone creative genius” – It's Nice That

Work
News
Features
Opinion
Nicer Tuesdays
Ones to Watch
Review of the Year
Forward Thinking
The Next Generation
Double Click
In Conversation
It's Nice That Podcast
About
Contact
Brand Partnerships
Newsletters
Terms & Conditions
Privacy Policy
Cookie Policy
Matt Alagiah
Ayla Angelos
Jenny Brewer
Lucy Bourton
Liz Gorny
Olivia Hingley
Roz Jones

About Extra Nice
Login to your account
Become a supporter
Extra Search
Account
Hot off the heels of its Adobe acquisition, design tool Figma wants to remind audiences of the collaborative capabilities of its interface.
Did you know that Einstein developed the Theory of Relativity collaboratively? Have you ever thought how different the Sagrada Familia might look had it been completed under the direction of only one architect? Truthfully, the concept of teamwork often feels far less romantic than imagining one lone genius with a singular creative vision. It is, however, in Figma’s interest to remind audiences of this truth. As a collaborative web application for interface design, it is loved by designers (hence, its recent $20 billion acquisition by Adobe) – but the application was originally “meant for diverse teams to collaborate from initial ideas to a finished product,” Collins VP, creative director Tom Elia explains.
So, Figma has called in Collins to craft a new campaign highlighting the collaborative capabilities of its product. Subverting the glamorisation of solo work, the campaign – titled, Nothing Great Is Made Alone – tells a universal tale about the power of teamwork and collaboration. Illustrations of great creative, and crucially collaborative works, from the Mona Lisa and StoneHenge, appear across the campaign, as well as mention of artists and their teams, from Run DMC to Gaudi, all aiming to prove this team-positive perspective.
In keeping with the digital workflow Figma enables, Collins has embraced the visual language of work-in-progress designs. For example, motion assets suggest that multiple people are simultaneously working together on the campaign through the presence of mouse arrows dragging, clicking and adjusting content.
“When you have a focus as universal and clear as Nothing Great is Made Alone, it’s easier to come up with a wide range of ideas,” Tom reflects on the thinking behind the campaign. “Multiply that by having the whole team on a Figma board, sharing thoughts, building on them – in real time as a group and asynchronously across time zones – and you end up in a lot of interesting places creatively, each adding different nuances and ripples to the story we were trying to tell. In a sense we were living the brand idea while making it.”
Senior Collins designer Emily Sneddon emphasises that capturing the sense of multiple ideas coming together was key. “Everything we make, including the stories we feature in this work, have been through whole other lives before finding their final form. That’s why motion is so important to tell stories of invention, progress and teamwork. The result, we hope, is a lighthearted and reassuring reminder that together we go further.”
Collins: Figma (Copyright © Figma, 2022)
www.wearecollins.com/work/figma
Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, she worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.
Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.
Ground Floor, Princes House,
37-39 Kingsway,
London WC2B 6TP

+44 (0)20 7739 5222
Work
News
Features
Opinion
Instagram
Facebook
Twitter
Pinterest
About
Contact
Privacy Policy
Partnership Opportunities

The HudsonBec Group
Creative Lives in Progress
Anyways Creative
If You Could Jobs
© It’s Nice That 2022 · Nice Face Logo © It’s Nice That
Designed & Developed by Bureau for Visual Affairs

source

- Advertisment -


Most Popular

- Advertisment -